NIVEA's History: 100 Years of Development

Introduction

• NIVEA Creme invented modern skincare over 100 years ago.
• Used by millions worldwide with diverse skin types.
• Research focused on skin types, needs based on culture, gender, age.
• Collaborates with about 50 institutes for product suitability.
• Specialized labs in Hamburg for Asia and Latin America.

The Beginning (1911)

• Eucerit: Key ingredient as an emulgator developed by Dr. Isaac Lifschtz.
• Dr. Troplowitz saw potential for cosmetic cream.
• Name "NIVEA" derived from Latin words nix, nivis (meaning snow).

Expansion and Internationalization

• By 1914, NIVEA sold globally.
• Adapted advertising and packaging for local markets (e.g., languages in South Africa, packaging in UK).

Marketing Strategies

• Use of family images (Wiethüchter brothers and Fröhlich sisters) in advertising.
• Engaged audience with real, relatable figures.

NIVEA in 1950s-1980s

• Development of sun protection products with SPF.
• Introduction of NIVEA ball as a brand ambassador.
• Innovation in products like NIVEA Milk for full-body care.

Men’s Skincare Revolution

• 1922: First men’s products launched with shaving soap.
• 1980: Alcohol-free aftershave balm introduced.
• NIVEA For Men line developed to cater to men's skincare needs.

Q10 Innovation

• 1998: Launch of NIVEA products with Q10 for anti-aging.
• Q10 products became bestsellers.

Research and Development

• Over 850 researchers today.
• Development of stable water-in-oil emulsion (Eucerit).
• Research leading to diverse product launches (e.g., anti-aging, moisturizers, SPF products).

Conclusion

• NIVEA's commitment to understanding skin across cultures and needs.
• Continuous innovation at the forefront of skincare.