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Nivea (, stylized as NIVEA) is a German
personal care Personal care products are consumer products which are applied on various external parts of the body such as skin, hair, nails, lips, external genital and anal areas, as well as teeth and mucous membrane of the oral cavity, in order to make ...
brand that specializes in
skin Skin is the layer of usually soft, flexible outer tissue covering the body of a vertebrate animal, with three main functions: protection, regulation, and sensation. Other animal coverings, such as the arthropod exoskeleton, have different ...
and
body Body may refer to: In science * Physical body, an object in physics that represents a large amount, has mass or takes up space * Body (biology), the physical material of an organism * Body plan, the physical features shared by a group of anim ...
care. It is owned by the
Hamburg Hamburg (, ; ), officially the Free and Hanseatic City of Hamburg,. is the List of cities in Germany by population, second-largest city in Germany after Berlin and List of cities in the European Union by population within city limits, 7th-lar ...
-based company Beiersdorf Global AG, who also makes the Eucerin brand. ''Nivea'' comes from the
Latin Latin ( or ) is a classical language belonging to the Italic languages, Italic branch of the Indo-European languages. Latin was originally spoken by the Latins (Italic tribe), Latins in Latium (now known as Lazio), the lower Tiber area aroun ...
adjective ''niveus'' meaning "snow-white". In the 1930s, Beiersdorf produced various products such as tanning oil,
shaving cream Shaving cream or shave cream is a category of cream cosmetics used for shaving preparation. The purpose of shaving cream is to soften the hair by providing lubrication. Different types of shaving creams include aerosol shaving cream (also kn ...
,
shampoo Shampoo () is a hair care product, typically in the form of a viscous liquid, that is formulated to be used for cleaning (scalp) hair. Less commonly, it is available in solid bar format. (" Dry shampoo" is a separate product.) Shampoo is use ...
,
facial cleanser A facial is a family of skin care treatments for the face, including steam, exfoliation (physical and chemical), extraction, creams, lotions, facial masks, peels, and massage. They are normally performed in beauty salons, but are also a c ...
, and toners. During World War II, the trademark "NIVEA" was expropriated in many countries. After the war, Beiersdorf repurchased the rights. During the 1980s, the NIVEA brand expanded into a wider
market Market is a term used to describe concepts such as: *Market (economics), system in which parties engage in transactions according to supply and demand *Market economy *Marketplace, a physical marketplace or public market *Marketing, the act of sat ...
.


History

Paul Beiersdorf established Beiersdorf AG on 28 March 1882. Beiersdorf collaborated with dermatologist
Paul Gerson Unna Paul Gerson Unna, (September 8, 1850, Hamburg – January 29, 1929, Hamburg) was a German physician specialized in dermatologist, dermatology and one of the pioneers in dermatopathology. Biography Paul Unna was born to German Jewish parents Mor ...
to produce
gutta-percha Gutta-percha is a tree of the genus ''Palaquium'' in the family Sapotaceae, which is primarily used to create a high-quality latex of the same name. The material is rigid, naturally biologically Chemically inert, inert, resilient, electrically n ...
plasters in his laboratory based on his patent, laying the foundations for modern plaster technology. In 1890, pharmacist Oscar Troplowitz took over the company and collaborated with Unna, who recommended Isaac Lifschütz, inventor of the lanolin-based emulsifier Eucerit, which was patented in 1900. Nivea soap was released in 1906, and in 1911, its signature creme was introduced.


Timeline

* 1900: Patent application for
Lanolin Lanolin (from Latin 'wool', and 'oil'), also called wool fat, wool yolk, wool wax, sheep grease, sheep yolk, or wool grease, is a wax secreted by the sebaceous glands of wool-bearing animals. Lanolin used by humans comes from domestic sheep br ...
, an emulsifying agent. Eucerit was the basis for Eucerin and, later on, for NIVEA Creme. * 1906: The first overseas branch was established in
London London is the Capital city, capital and List of urban areas in the United Kingdom, largest city of both England and the United Kingdom, with a population of in . London metropolitan area, Its wider metropolitan area is the largest in Wester ...
. * 1909: Labello was launched on the market. It was the first lip care product in sliding tube packaging. "Labello" is derived from the Latin for "beautiful lip" (labea = lip; bello = beautiful). * 1911: NIVEA Creme – the first stable water-in-oil emulsion – was introduced. The emulsifying agent Eucerit is made from
lanolin Lanolin (from Latin 'wool', and 'oil'), also called wool fat, wool yolk, wool wax, sheep grease, sheep yolk, or wool grease, is a wax secreted by the sebaceous glands of wool-bearing animals. Lanolin used by humans comes from domestic sheep br ...
, found in sheep's wool, and is the key to NIVEA Creme's unique properties. * 1918: The deaths of Oskar Troplowitz and his partner Otto Hanns Mankiewicz resulted in the formation of a formal company on 1 June 1922.


1920s

* 1922: Willy Jacobsohn took over as chairman of the executive board of the newly formed stock corporation. The first self-adhesive plaster was introduced under the name Hansaplast. * 1925: NIVEA is relaunched in a new packaging: a blue
tin Tin is a chemical element; it has symbol Sn () and atomic number 50. A silvery-colored metal, tin is soft enough to be cut with little force, and a bar of tin can be bent by hand with little effort. When bent, a bar of tin makes a sound, the ...
with a white logo. * 1928: Beiersdorf shares were listed on the
Hamburg Hamburg (, ; ), officially the Free and Hanseatic City of Hamburg,. is the List of cities in Germany by population, second-largest city in Germany after Berlin and List of cities in the European Union by population within city limits, 7th-lar ...
stock exchange for the first time. Over 20 production sites worldwide were already in operation.


Nazi period in Germany and aftermath

* 1933: Under pressure of
Nazi Nazism (), formally named National Socialism (NS; , ), is the far-right politics, far-right Totalitarianism, totalitarian socio-political ideology and practices associated with Adolf Hitler and the Nazi Party (NSDAP) in Germany. During H ...
propaganda, the
Jewish Jews (, , ), or the Jewish people, are an ethnoreligious group and nation, originating from the Israelites of History of ancient Israel and Judah, ancient Israel and Judah. They also traditionally adhere to Judaism. Jewish ethnicity, rel ...
members of the executive board stepped down. Willy Jacobsohn, the former chairman of the executive board, headed the foreign affiliates from Amsterdam until 1938. * By adopting a policy of "honorable tactics", the Beiersdorf Executive Board, under the leadership of Carl Claussen, steered the company through the Nazi period. Although Beiersdorf retained its business culture, it cooperated with the regime. * 1936: tesafilm, an innovative transparent adhesive film, was launched. * 1941: tesa was introduced as the umbrella brand for self-adhesive technology. * During World War II, marketing manager Elly Heuss-Knapp distanced the brand from
Nazi Nazism (), formally named National Socialism (NS; , ), is the far-right politics, far-right Totalitarianism, totalitarian socio-political ideology and practices associated with Adolf Hitler and the Nazi Party (NSDAP) in Germany. During H ...
ideology. In 1949, her husband
Theodor Heuss Theodor Heuss (; 31 January 1884 – 12 December 1963) was a German liberal politician who served as the first president of West Germany from 1949 to 1959. His civil demeanour and his cordial nature – something of a contrast to German nati ...
became first
President of Germany The president of Germany, officially titled the Federal President of the Federal Republic of Germany (),The official title within Germany is ', with ' being added in international correspondence; the official English title is President of the F ...
. * 1945: At the end of the Second World War, most of the Hamburg production plants and administrative buildings in Hamburg were destroyed during bombing in WW2. * 1945–1949: The Beiersdorf company lost most affiliates and international trademarks in almost all countries, particularly the US, the UK, the Commonwealth, and France. However, it began to regain its trademarks again.


Rest of 20th century

* 1950: ph5 Eucerin was launched on the market. This innovative ointment emphasizes the importance of the skin's own natural protective acid barrier in maintaining good skin health. * 1951: The first deodorizing soap, 8x4, was introduced. During the 1950s and 1960s, the brand was extended into a product family. * 1953: NIVEA milk, liquid NIVEA Creme in a water-in-oil emulsion, was introduced "for all-over body care". * 1955: Beiersdorf launched a protective hand cream called "atrix" on the market. * 1974: Beiersdorf diversified its business and introduced a divisional structure. Currently, the divisions are cosmed, medical, pharma, and tesa. * 1982: The steady expansion of NIVEA as a skin and body care brand started through many subbrands with an international focus—the introduction of NIVEA Gesicht (face) in Germany, Austria, and Switzerland. * 1989: Change of strategy: Start implementing a strategic re-orientation process focusing on the core competencies of skin care, wound care, and adhesive technology. * 1990: Acquisition of the Juvena brand, developed by the Divapharma pharmaceutical laboratory, founded in 1945 in Zurich. * 1991: The acquisition of the La Prairie brand originated at the famous La Prairie clinic in
Montreux Montreux (, ; ; ) is a Municipalities of Switzerland, Swiss municipality and List of towns in Switzerland, town on the shoreline of Lake Geneva at the foot of the Swiss Alps, Alps. It belongs to the Riviera-Pays-d'Enhaut (district), Riviera-Pays ...
. * 1992: Launch of NIVEA's Blue Harmony advertising campaign. It was placed the last time in 2005. * 1995: Acquisition of the Futuro brand. The company was founded in 1917 by German Georg Jung, who produced bandages in Ohio, USA. The black-and-yellow packaging of the Futuro brand was introduced in 1936. * 1999: The company's strategy was further streamlined to focus on a few strong consumer brands. Professional wound care and self-adhesive technology were allowed to introduce organizational structures.


Twenty-first century

* 2001: The new strategy enabled tesa to become an independent affiliate. Tesa AG was formed as a wholly owned affiliate of Beiersdorf, enabling it to react more flexibly to consumers and industrial customers. Professional wound care was spun off in line with the new strategy and contributed to a joint venture between Beiersdorf and Smith & Nephew. BSN Medical, domiciled in Hamburg, was founded. * 2002: Florena became a wholly owned subsidiary of Beiersdorf. The cooperation dates back to 1989 and intensified following Germany's reunification. * 2003: The previous divisional organization was replaced by a new functional group focusing on brands, supply chain management, finance, and human resources. * 2004: The new skin research center opened in Hamburg, underscoring the innovative strength of the globally successful Beiersdorf group. * 2008: NIVEA began sponsoring the Times Square New Year's Ball Drop on 31 December 2008, along with the Carson's Countdown on '' NBC New Year's Eve specials. * 2010: NIVEA launched its new product, NIVEA Happiness Sensation, featuring the song "
Touch The somatosensory system, or somatic sensory system is a subset of the sensory nervous system. The main functions of the somatosensory system are the perception of external stimuli, the perception of internal stimuli, and the regulation of bo ...
" by singer-songwriter Natasha Bedingfield in the commercial. *2011: NIVEA celebrates its "100 Years of Skincare" festivities featuring several performances by Barbadian singer and actress
Rihanna Robyn Rihanna Fenty ( ; born February 20, 1988) is a Barbadian singer, businesswoman, and actress. One of the List of music artists by net worth, wealthiest musicians in the world, List of awards and nominations received by Rihanna, her vario ...
. Rihanna's song " California King Bed" was featured as a part of the "100 Years of Skincare" commercial campaign.


Controversies

In 2011, NIVEA was fined $900,000 by the US
Federal Trade Commission The Federal Trade Commission (FTC) is an independent agency of the United States government whose principal mission is the enforcement of civil (non-criminal) United States antitrust law, antitrust law and the promotion of consumer protection. It ...
for falsely claiming that consumers could slim down by regularly applying NIVEA My Silhouette! cream to their skin. The same year, NIVEA published a world map on its website that omitted Israel;
Simon Wiesenthal Center The Simon Wiesenthal Center (SWC) is a Jewish human rights organization established in 1977 by Rabbi Marvin Hier. The center is known for Holocaust research and remembrance, hunting Nazi war criminals, combating antisemitism, tolerance educati ...
protests. In June 2019, the marketing and media industry journal
Ad Age ''Ad Age'' (known as ''Advertising Age'' until 2017) is a global media brand that publishes news, analysis, and data on marketing and media. Its namesake magazine was started as a broadsheet newspaper in Chicago in 1930. ''Ad Age'' appears in ...
reported on 26 June 2019 that FCB, Nivea's long-time ad agency, had ended its relationship with the company. Among the primary reasons cited was NIVEA's rejection of a proposed ad that featured two men's hands touching because, according to a NIVEA executive, "we don't do gay at NIVEA."
Crain's Chicago Business ''Crain's Chicago Business'' is a weekly business newspaper in Chicago, IL. It is owned by Detroit-based Crain Communications. History The first issue of ''Crain's Chicago Business'' is dated April 17, 1978. In 1977, when Crain Communicati ...
reported that FCB had ended the relationship of more than a century. Noting that the breakup occurred at the end of
LGBT pride In the context of LGBTQ culture, pride (also known as LGBTQ pride, LGBTQIA pride, LGBT pride, queer pride, gay pride, or gay and lesbian pride) is the promotion of the rights, self-affirmation, dignity, equality, and increased visibility o ...
month, Crain's noted that FCB would be forgoing the management of NIVEA's $21.8 million US advertising budget. It represented 1% of FCB's revenue globally.


See also

*


References


External links

*
NIVEA's History
{{Authority control Beiersdorf brands German brands Cosmetics companies of Germany Personal care brands Products introduced in 1911 Soap brands