History

Nivea is a brand from Germany where in 1911 Dr. Oskar Troplowitz, head of the German
pharmaceutical company Beiersdorf, gets the first stable emulsion of oil and water. Indeed,
he had the idea to add as a base substance to his beauty cream, eucerit, a brand new
emulsifier used in the formula of medical ointments to mix oil and water.

The advantage of Nivea is this word that is understood in all the countries of the world. The
birth of this cream marked a major turning point in the world of cosmetics and Beiersdorf
quickly became one of the leading international manufacturers of skincare, cosmetics and
adhesives.

Nivea is positioned as an authentic brand, passed down from generation to generation. The
image conveyed by the brand: honesty, return to the family, health. Synonymous with
innovation, well-being and proximity, Nivea is today a universal brand with an international
notoriety.

The Nivea brand is the very symbol of the umbrella brand, unlike other brands, it uses a
unique brand for different products, in order to benefit from the reputation and image of the
parent brand. The success of this leading brand lies in the trust the consumer has built up
over the decades.

Marketing
Target :

The advantage of the brand is that it has chosen a latent and diversified target. And the
possibility to sale diverses and personalized ranges for each type of consumer.

- Old people
- Men
- Women
- Young people
- Babies
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Distribution

Beiersdorf is a company of more than 150 subsidiaries worldwide. NIVEA is one of the
largest skincare brands in the world and is sold in more than 200 countries.

Europe is the main market of Beiersdorf. The brand is present in growing markets suchs
as China, Brazil and Russia.

Through regional development centers, such as those recently opened in Wuhan,

China, and Mexico, the company seeks to best understand the needs of consumers in
these important future markets.

Sales in supermarkets

Nivea sells its products in supermarkets which allows to benefit from a large network,
with a high rate of frequentation, with the majority of the consumers and to produce
products in supermarkets but it is strongly exposed to the competition of the products of
chains .
In addition, supermarkets offer the price advantage. Indeed, through the regional
centers and given the quantities ordered, prices are often more affordable than in a
perfumery.

Source:

https://www.nivea.fr
https://www.beiersdorf.fr/a-propos-de-beiersdorf/beiersdorf-monde
https://www.etudes-et-analyses.com/marketing/marketing-produit/etude-de-cas/identite-
politique-marque-nivea-325669.html