that originates in their own country, rather 9ħ BRAND & DESIGN HISTORY rather than in Germany.
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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. democratization of skin care: products 8 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. Call it the its current global distribution. 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.
By be shipped greater distances and last 1914, the NIVEA name was extended into longer on store shelves. NIVEA Creme could helped make NIVEA Creme a hit. 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. intriguing brand name taken from the In many ways, its stable, water-in-oil based Latin word for snow added to the allure.
When NIVEA Creme launched in 1911, it Of course, the NIVEA formula and an was the world s first emollient skin cream. To refresh and refocus NIVEA, the NIVEA team together with celebrated designer Yves Behar and his firm fuseproject, created a new design language and expression that they describe 2 3Ħ IN MANY WAYS, THE LAUNCH OF NIVEA CREME IN 1911 HELPED TRANSFORM THE SKIN CARE INDUSTRY. Yet even some of the most trusted brands need to be updated.
In 2010, NIVEA was named the number one skin care brand in the world in retail value terms by market research firm Euromonitor. In fact, a NIVEA product is bought every six seconds. The new Nivea design language reflects the values and heritage of the brand it is pure and authentic Fast forward to today: more than 100 million tins of NIVEA Creme are sold each year and NIVEA, the flagship brand of German company Beiersdorf, has diversified into a truly global family of more than 1,600 products, which an estimated 500 million women come in contact with each day. The new NIVEA design language reflects the values and heritage of the brand it is pure and authentic, says Ralph Gusko, a Beiersdorf board member who is responsible for brands and supply chain. Inspired by NIVEA Creme s original round blue tin with its distinctive white lettering, a new iconic logo becomes the key element of the brand s overall design expression. 3 as contemporary and forward looking, anchored in its rich brand heritage.