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The history of the brand originates from the sensational discovery of the first water-oil emulsifier, eurycite. Its appearance made it possible to create a moisturizing emulsion based on water and oil. Then in 1911 the pharmacist Isaac Lifschetz, commissioned by the head of the Beiersdorf company, Oskar Troplovitz, began to create a skin cream based on a new emulsion. The businessman bought the company, created in 1890 in Hamburg, from its founder, Karl Beyersdorf.
By that time, Troplowitz had been promoting cosmetic products on the market for several years, as well as adhesive tapes, plasters. Even today, Beiersdorf is one of the world leaders in this area. And Lifschetz worked on the emulsifier for many years. Previously, cosmetics were based on animal or vegetable fats. But this reduced the service life of the product due to the rapid deterioration of the base. And thanks to the emulsifier, it was possible to mix water and oil, getting an emulsion. The name eurycite literally means "beautiful wax".
In the same 1911, the first moisturizer appeared, which could act on the skin for a long time. It was the poster "Portrait of a Woman with Stars" by the German artist Hans Erdt.
With the onset of the First World War, cosmetics were of little demand, because they were considered elements of luxury. But Beiersdorf managed to use and promote its new product. Wartime brought women to factories, the ideal of beauty began to change. A beautiful and pale aristocrat lady was replaced by an active and healthy woman. But Germany is in a difficult economic situation. High inflation led to the fact that by the end of 1923 a can of NIVEA cream was worth as much as 100 billion marks!
In the turbulent 1920s, the entire society was changing rapidly. Life has become much more dynamic, radio and telegraph have appeared. The old brand image has ceased to correspond to new trends. Therefore, in 1924, it was decided to update the original image. The former graceful font and whimsical image were replaced by a laconic blue jar with the words "NIVEA Creme". These changes have become the most radical in the history of the brand. And advertising now relied on something else, the cream was presented as a universal remedy for the whole family.
In the 1930s, the brand quickly gained the image of a skin care product that helps to cope with the adverse effects of the environment. At the same time, Beiersdorf launched a special tanning lotion, which helps both take care of the skin and get its beautiful color. In the 1930s, Beiersdorf began publishing the NIVEA weather calendar for the next two weeks.
This marketing move helped connect the brand name with its all-weather application. During that decade, NIVEA products such as shampoo, powder and shaving kernels appeared on the market. And the focus of the manufacturer is still beauty and skin care. On the jars of the same cream appears the inscription "For home and sports."
During World War II, the NIVEA advertising campaign fell on the shoulders of Ellie Heiss-Knapp. She was able to separate the image of the cosmetic brand from the Nazi ideology prevailing in the country. The ads show girls in sportswear and short haircuts. This was relevant for a period of hardship and suffering. Advertisers matched NIVEA's blue and white colors with sunlight and fresh air. Since then, the blue and white range has become a constant feature of the brand's advertising.
Hatred of fascist Germany led to the fact that its opponents, as well as simply other countries, arbitrarily began to produce products under the NIVEA brand. After the end of the war, the manufacturer began to mercilessly fight this, finishing the restoration of its rights only in 1997. Ellie Hayes-Knapp herself has been promoting the brand since 1934 and throughout the war. And after that, she became the wife of the first President of the Federal Republic of Germany, Theodor Heise.
And again after the World War, people began to live with the expectation of something better. The society was dominated by optimism and interest in life. People began to grow rich gradually, began to travel, to have a rest in the fresh air. Femininity is back in fashion. In those days, NIVEA Crème was the ideal skin care product not only at home, but also outside. In the 1950s, the cosmetic brand became known in other countries of the world. The NIVEA name unites many cosmetic skin care products.
In the next decade, incomes continue to grow, with beach and mountain activities being widely available. NIVEA advertising is also changing, which now understands freedom differently. Now more and more images of happy families on the beach or young people engaged in outdoor activities are used. NIVEA is positioned as the best way to protect the skin from the negative effects of the sun, wind and cold.
In the 1960s, a beautiful tan became a symbol of a healthy lifestyle. The appearance of sunscreen products in the brand's assortment only strengthens the brand's image as an assistant in skin care. The sporting craze and the rise in popularity of sporting goods have led to the introduction of the large blue ball in NIVEA advertising, which has become a symbol of the company around the world.
In the 1970s, people's preferences and shopping habits changed. Large shopping centers and retail chains are becoming fashionable. During these years, Beiersdorf launched a new advertising campaign that demonstrates the highest efficiency and quality of the NIVEA brand. The videos explained to people that the universal cream can be used at any time of the day and year, for protection or moisturizing.
Such advertising opposed the wide possibilities of the cream to a number of special expensive products. It was important that only natural ingredients were included in the product. But in those days, society was concerned about the state of the environment, the movements of the "green" became popular.
In 1982, Beiersdorf celebrated its centenary. By that time, it already had its own international branches, and NIVEA in general was originally an international trademark. But sales were still initially aimed at the domestic market, which was reflected in the marketing policy. 1980s - years of globalization of the world economy. At this time, people increasingly appreciate the individual approach.
NIVEA responds to new requirements by opening new product lines, while maintaining its core advantages. The brand is loved for its high quality and reasonable prices. The assortment has expanded significantly, now it has become possible to purchase cosmetics from NIVEA for various types of skin, hair, with different levels of sun protection.
In the 1990s, people return to family values again. What NIVEA is promoting is back in fashion. The brand reaches important heights in the international market, becoming one of the leading in the skin care segment. During these years, the assortment of decorative cosmetics, as well as skin care products. In the NIVEA Visage series, there is such an innovative face skin care product as Q10 cream with coenzyme.
Today, new brand products are being developed at the special research center of the Beiersdorf company, where more than 150 employees work in the field of dermatology, chemistry and pharmacology. The brand represents a variety of not only skin care products, but also hair care products, bath and shower products. NIVEA offers creams not only for women, but also for men and children. It is no coincidence that the brand's products are sold in 150 countries around the world. And although over 100 years of the company's existence it has undergone numerous metamorphoses, one thing has remained unchanged - gentle skin care.