WHEN NIVEA CREME WAS

LAUNCHED A CENTURY AGO,

NOBODY COULD HAVE PREDICTED THAT THE
SMALL ROUND TIN OF WHITE MOISTURIZER
WOULD EVENTUALLY BECOME A CLASSIC
SKIN CARE BRAND KNOWN THE WORLD OVER.

as contemporary and forward looking,

of the brand it is pure and authentic,

anchored in its rich brand heritage.

says Ralph Gusko, a Beiersdorf board

member who is responsible for brands

Inspired by NIVEA Cremes original round

and supply chain.

blue tin with its distinctive white lettering,

a new iconic logo becomes the key
element of the brands overall design
expression. The new NIVEA design
language reflects the values and heritage

Fast forward to today: more than

number one skin care brand in the world in

100 million tins of NIVEA Creme are sold

retail value terms by market research firm

each year and NIVEA, the flagship brand

Euromonitor.

The new Nivea design language

reects the values and heritage of
the brand it is pure and authentic

of German company Beiersdorf, has

diversified into a truly global family

Yet even some of the most trusted brands

of more than 1,600 products, which

need to be updated. To refresh and refocus

an estimated 500 million women come

NIVEA, the NIVEA team together with

in contact with each day. In fact, a

celebrated designer Yves Behar and his

NIVEA product is bought every six

firm fuseproject, created a new design

seconds. In 2010, NIVEA was named the

language and expression that they describe

Moreover, the new design language

say NIVEA will stand out amid the

communicates a unified look and feel

confusion and clutter of skin care brands

for the NIVEA brand, which had become

on store shelves.

diffused over the years, and provides an

easily recognized identity for the entire

In the past there were too many NIVEA

NIVEA brand family. Innovative features

design expressions on the shelf, Gusko

include packaging designs and forms

adds. A new product design was therefore

adorned with the powerful blue icon and

necessary to ensure a consistent brand

a slanted top, which faces the consumer

appearance that creates a tangible

in the store and at home. With a simplified

expression of the brand values.

and clear design language, the designers

BRAND &
DESIGN
HISTORY

IN MANY WAYS, THE LAUNCH OF NIVEA CREME IN

1911 HELPED TRANSFORM THE SKIN CARE INDUSTRY.

When NIVEA Creme launched in 1911, it

Of course, the NIVEA formula and an

was the worlds first emollient skin cream.

intriguing brand name taken from the

In many ways, its stable, water-in-oil based

Latin word for snow added to the allure.

emulsion invented by German chemist

The snow-white color and fragrance,

Isaac Lifschutz transformed the

with hints of orange, lavender and rose,

skin care industry. NIVEA Creme could

helped make NIVEA Creme a hit. By

be shipped greater distances and last

1914, the NIVEA name was extended into

longer on store shelves. It had a distinctive

numerous products, such as sun protection

fragrance and rich, creamy texture

and shaving cream, and sales expanded

that provided unparalleled and long-

to 34 countries, setting the stage for

lasting moisture to the skin. Call it the

its current global distribution.

democratization of skin care: products

that were once made and sold locally

NIVEA has a presence, notes Behar, who

to the well-to-do were now available

recalls the brand from his childhood in

to just about everyone. More importantly,

Switzerland. You could say its ubiquitous.

as a new skin cream with superior caring

In fact, it is so well known in so many places

qualities, it quickly grew in popularity,

that people often believe NIVEA is a brand

revolutionizing the cosmetics market.

that originates in their own country, rather

BRAND & DESIGN HISTORY

rather than in Germany. If youre French,

As a product, NIVEA meant many different

you might think it is a French brand, Behar

things to consumers. Research by NIVEA

points out.

suggests that the brand evokes strong

feelings about family, love and trust. Quality,

Not surprisingly, surveys indicate that brand

reliability, tradition and honesty are also

awareness reaches almost 100% in Western

mentioned. The brand is regarded as friendly

Europe, and is also extremely high in the U.S.

and easy to understand and is associated

and countries as diverse as Thailand, Brazil

with feelings of well-being.

and Australia.
A unique design contributed to that
recognition and consumer loyalty ever

The brand is regarded as friendly

and easy to understand and is
associated with feelings of well-being.

since the first batches of NIVEA Creme

were sold in yellow tins adorned with swirly

That is consistent with our modern

green-and-white Art Deco decorations and

sensibility about skin, which is now regarded

a curlicue script. A redesign introduced in

as a reflection of our inner and outer beauty,

1925, however, reflected the simplicity and

as well as our overall health. Because of

minimalism of the emerging Bauhaus design

this, consumers continually seek new and

movement in Europe; the round tin was a

innovative products that help keep their

deep penetrating blue with sharp, bright

skin looking healthy, fresh and youthful.

white angular lettering, a look that would

largely define NIVEA and eventually
become a classic.

10

A GLOBAL
INDUSTRY

THE GLOBAL SKIN CARE

INDUSTRY IS EXPECTED TO
REACH $90 BILLION BY 2014,
ACCORDING TO MARKET RESEARCH FIRM
EUROMONITOR INTERNATIONAL. BY 2015,
SKIN CARE WILL ACCOUNT FOR UP TO
45% OF GLOBAL GROWTH IN THE
COSMETICS SECTOR.

A GLOBAL INDUSTRY

Skin care is not immune to shifting

6.9

BILLION IN SALES

economic conditions, but given the

significance consumers both young
and old place on their skin care regimes,
the sector is resilient no matter the
state of the economy. Analyst Carrie
Lennard, at Euromonitor International,
notes in an online interview that

BEIERSDORF
RANKS AS THE
FIFTH LARGEST
GLOBAL SKIN

CARE COMPANY

consumers did cut back and streamline

their purchases during the recession, but
they were also ready to sacrifice other
consumer goods in order to hold on to a
youthful appearance.
Overall, the Wall Street Journal reported in

NIVEA is the companys flagship

brand; other brands include La
Prairie in the premium segment,
which focuses on anti-aging care,
and dermocosmetic line Eucerin.

14

August 2012, [The] skin care and makeup

With total sales of $6.9 billion,

Beiersdorf ranks as the fifth
largest global skin care company.

industries are growing at their fastest

With total sales of $6.9 billion, Beiersdorf

speed since the recession, driven by strong

ranks as the fifth largest global skin care

demand around the world, particularly for

company, according to Bloomberg News

skin care in Asia. The greatest potential for

quoting Euromonitor. NIVEA is the

growth is indeed coming from emerging

companys flagship brand; other brands

markets such as China, where a rising

include La Prairie in the premium segment,

middle-class of more affluent customers

which focuses on anti-aging care, and

is fueling demand.

dermocosmetic line Eucerin.

15

CHALLENGES
A WELL-DESIGNED PRODUCT
IS THE ULTIMATE MESSAGE.

16

17

CHALLENGES

Companies eager to take advantage of

the original story and great design intent

the growing skin care market continue to

[of NIVEA], that had distilled the product

challenge leaders like NIVEA. They bring to

to its essence, got lost, Behar explains.

market an ever-increasing variety of rival

products and private label brands that

A well-designed product is the ultimate

tout claims and benefits similar to NIVEA

message and messenger to the consumer.

products. For its part, NIVEA has continued

Design makes the brand, the product and

its expansion into new product categories,

the packaging distinctive enough to cut

with the aim of satisfying changing

through the clutter so consumers can more

consumer needs and lifestyles.

easily identify and pick what they prefer;

when they get the product home,

But the designs for many of these new

design helps create an effective and

products were not always uniform. Over

enjoyable experience.

time, the simplicity of the blue circular tin

and white lettering morphed into multiple

Given the intense competition in the

forms featuring a rectangular logo. Bottle

global skin care industry, the new design

shapes ranged from asymmetrical to

language is aimed at bolstering NIVEAs

bulbous and came in colors such as pink,

status as an iconic brand that is strongly

green and yellow.

recognizable. The goal is to speak to

consumers in a clear, contemporary

As a result, consumers found it difficult to

and understandable way, in order to

recognize NIVEA products as NIVEA on a

renew emotional connections with

crowded and cluttered store shelf. Instead

current users and forge new ones with

of a consistent design strategy, some of

potential customers.

18

19

DESIGN
EXPRESSION

21

DESIGN EXPRESSION

THE NEW DESIGN STRATEGY ACKNOWLEDGES

THAT DESIGN CONVEYS A POWERFUL COMPETITIVE
ADVANTAGE AND DRIVES BUSINESS GROWTH.

The round blue Nivea creme

tin is the timeless symbol
for Nivea, which reflects the
brand values and its heritage
more than anything else

The new design strategy acknowledges

NIVEA stands for care, trust and reliability

that design conveys a powerful

these values have to be transported

competitive advantage and drives

consistently across all brand appearances,

business growth. Working with the NIVEA

including our product design, Gusko says.

team, fuseproject designers looked deep

into the companys past to discover the

Along with the new logo, a predominantly

brands DNA,exploring how the logo

blue-and-white color scheme will give the

becomes one with the product, Behar

packaging visual consistency. Moreover,

points out. After a rigorous iterative

the flexible design language will influence

process, they focused on the round

new packaging forms, including simpler

blue tin as the inspiration for NIVEAs

geometric shapes.

new iconic logo.

Labeling and graphic elements on the

22

The round blue NIVEA Creme tin is the

packages have been simplified, too.

timeless symbol for NIVEA, which reflects

Featuring clear and more functional

the brand values and its heritage more than

communications and dynamic

anything else, says Gusko. In that sense, it

photographic illustrations like a

will imbue the entire product line with the

refreshing looking water splash the

spirit of the original design.

labels communicate a coherent, honest

23

DESIGN EXPRESSION

message to the consumer about benefits,

ingredients and usage, the designers say,
helping strengthen product differentiation.
Another striking innovation is the
sloping top on some packaging forms. It is
a feature that makes NIVEA not only more
recognizable in stores, but also invites
interaction at home. Taken together, the
innovative shapes and graphics and
slanted top which echoes the new blue
logo provide a more delightful and
human experience for the user.
With the new design language, which will be
rolled out globally across all NIVEA product
categories, Gusko says consumers will see
and experience a holistic brand message,
from packaging to advertising and point
of sale. It is one brand telling you a story
across many product lines that everyone
can understand.

24

25

COMMENTS
ON NEW
DESIGN

UPDATING A CLASSIC
DESIGN IS A NECESSARY
BUT OFTEN TRICKY TASK.
THE CHALLENGE IS TO AVOID TAKING
AWAY ALL THAT IS FAMILIAR AND POSITIVE
ABOUT THE BRAND, WHILE AT THE SAME
TIME INTRODUCING FRESH IDEAS THAT
WILL SURPRISE AND DELIGHT LOYAL
CONSUMERS AND ATTRACT NEW ONES.

DESIGN
MANAGEMENT

COMMENT ON NEW DESIGN

The new NIVEA design succeeds because

unadulterated color, and what Heller

instead of radically changing a familiar

describes as a lovely history. He reckons

icon, the designers at fuseproject

that if a consumer sees a tin of that shape

recognized its iconic status and refined

and size, that they do not really need the

what was there, says Steve Heller, a design

word NIVEA. There is a strong graphic

writer and historian. They didnt destroy

connection, he explains. They are all of

what was positive about the brand, but

a piece. NIVEA in any other typeface or

they are also saying NIVEA is evolving and

color just isnt NIVEA.

moving on and you should come look at

us because we are still relevant.

That connection is still there, but in a new

and exciting interpretation. They say they

Retaining the recognition value is critical

own the icon, Heller adds. Yves Behar

because of the brand heritage, with its

took what we know about NIVEA and

distinctive minimalism, strong

made us see it anew.

28

29

DESIGN MANAGEMENT

SUSTAINABILITY
SAVES 585 TONS OF
CO2 EMISSIONS ANNUALLY.

For design to be truly effective, it must

be deeply integrated into all levels of the
development process. To accomplish this,
fuseproject collaborated closely with an

define NIVEA.

An internal Design Management

team was established to outline a
comprehensive design strategy and
a cohesive design language that
would define Nivea.

With more than 200 people involved, the

Extensive market research was used to test

Design Management team included all

and understand consumer reactions. It was

departments at Beiersdorf from

crucial to know if the new packaging design

marketing to sales, packaging development

conveyed the NIVEA brand values, achieved

to supply chain. As strategic partners, the

the goal of easy recognition, and was

team worked with fuseprojects experts

a successful visual experience. That

in design and innovation to formulate a

information helped the team devise a

design brief with clear, shared objectives

smooth timetable for the introduction and

focusing on renewing all aspects of the

transition of the new design language in

NIVEA brand.

each category.

internal Design Management team that

was established at Beiersdorf to outline
a comprehensive design strategy and a
cohesive design language that would

30

12,600 585 tons

fewer
pallets

less CO2 emissions

each year

15%

less
packaging

SUSTAINABILITY

The new design and packaging innovations

will also help boost the company-wide
sustainability strategy at Beiersdorf.
One goal is to generate 50% of sales from
products with a significantly reduced
environmental footprint by 2020.

80% 23%
non-fossil
ingredients

less label
material usage

So far, packaging has been reduced by up

of over 80% non-fossil ingredients. The

to 15% in the 250 and 400 ML bottles,

majority of the shea butter is purchased

saving more than 350 tons of plastic

from a supplier who supports sustainable

annually. Labels have been reduced by

sourcing and women workers by offering

23% by using a different material and liner.

them direct market access.

The new bottle shapes have allowed for

As part of the overall 2020 goals,

tighter packing, which in turn has led to a

Beiersdorf is also committed to

reduction in the number of pallets by more

reducing its carbon footprint by 30%

than 12,000. Optimizing transportation in

per product sold and helping half a

this way will provide annual savings of

million children through corporate

585 tons of CO2 emissions.

social responsibility programs.

SUMMARY
AND MAIN
POINTS

[source:NIVEA]

Moreover, all packaging materials are fully

recyclable and all formulas have an average

32

33

THE NEW DESIGN LANGUAGE

HAS BEEN PRAISED FOR
REFINING AND REINVIGORATING
THE NIVEA BRAND WITHOUT
DESTROYING ITS PAST.

34

35

DESIGN

The NIVEA team collaborated with

A more flexible design language will enable

The new design and packaging supports

NIVEA Creme was first sold in a yellow

celebrated designer Yves Behar and his

new packaging shapes and forms that

Beiersdorfs ongoing sustainability efforts

tin with green-and-red swirly Art Nouveau

award winning firm fuseproject to refresh

present a coherent brand message to

to reduce the companys overall carbon

decorations; the blue-and-white tin was

the brand and create and a new design

consumers with simpler geometric shapes,

footprint by focusing on packaging,

introduced in 1925 showing the influence

language that unifies the look and feel of

the new iconic logo, and an innovative

raw materials, recycling and

of minimalist and simple forms that

NIVEA, making it more prominent and

slanted top on many products.

social engagement.

are carried through in the new

easily recognizable on the store shelf.

design language.
The new design language has been praised

Renewing and refreshing the brand was

for refining and reinvigorating the NIVEA

necessary because the Beiersdorf design

brand without destroying its past, and

strategy had not always been uniform as

letting consumers see it in a new and

NIVEA expanded into new products

exciting way.

and categories.

PRODUCT HISTORY
NIVEA Creme was introduced in 1911 and

The NIVEA name was inspired by its snow-

There will be a smooth, phased transition

helped transform the skin care industry

white color and means the snow white

In a highly competitive global skin care

to roll out the new design across all product

with the first stable water-in-emulsion

one derived from the Latin word for snow.

market, NIVEA is using the new design

lines and categories, as well as new product

formula, which offered superior caring

language to reconnect with trusted

launches in all regions and markets.

and moisturizing qualities and a longer

NIVEA Cremes special fragrance is

shelf life.

composed of bergamot, orange, lavender,

consumers and forge relationships with

new ones using a cohesive, holistic design

A Design Management team was

that is striking and contemporary yet

established at Beiersdorf and more than

After NIVEA, skin care became a more

anchored in NIVEAs storied heritage.

200 people were involved to formulate,

affordable mass-market product that

NIVEA continually expanded its product

develop and guide the collaboration with

responded to changing consumer

line from the original cream to a wide range

fuseproject designers.

needs and lifestyles.

of offerings as science and technology

The new iconic logo was inspired by

rose, lilac and lily of the valley.

NIVEAs original round blue tin and its

evolved and consumer demands and

distinctive white Bauhaus-era lettering.

lifestyles changed.

36

37

BRAND
NIVEA

BEIERSDORF

NIVEA is a global brand in an industry

500

MILLION WOMEN
COME IN CONTACT
WITH A NIVEA
PRODUCT
EVERY DAY.

that is expected to be worth over

With total sales of $6.9 billion,

$90 billion by 2014.

Beiersdorf ranks as the fifth largest

global skin care company.

There are over 1,600 products,

13,000 country adaptations, 11 categories

NIVEA is the companys flagship brand;

and the sub-brand NIVEA Men.

other brands include the premium line

La Prairie, and the dermocosmetic

An estimated 500 million women come in

line Eucerin.

contact with a NIVEA product every day.

A NIVEA product is sold every six
seconds around the world.

Surveys suggest that the NIVEA

name is widely known and
recognized, sometimes reaching
100% recognition, and evokes
strong feelings about family,
love and trust. It is regarded as
reliable, traditional and honest.

Surveys suggest that the NIVEA name is

widely known and recognized, sometimes
reaching 100% recognition, and evokes
strong feelings about family, love and trust.
It is regarded as reliable, traditional
and honest.
Contact: Jenny Fleischer
Global Head of Design Management, Beiersdorf

38

A century after it was launched, the classic

Jenny.Fleischer@Beiersdorf.com

NIVEA Creme is still a best-seller with

www.nivea.com

100 million tins sold annually.

Nivea 2012