Nivea company history. Brands. NIVEA for gender equality: men discover skincare products

Section 1. History of the brand.

Section 2. About the Beiersdorf AG organization.

Section 3. Trademark (trademark) Nivea.

Section 5. Cosmetic brand products Nivea.

Section 6. Secrets of success companies Beiersdorf AG.

Nivea istrade mark, including a wide range of cosmetics for face and body skin care, as well as hygiene products for bath and shower.

Nivea is symbol of facial skin care and care.

History of the brand creation.

On a May day in 1890, at home in the German city of Hamburg, 27-year-old pharmacist Oscar Troplowitz was looking through the latest issue of the specialized newspaper Pharmazeutische Zeitung. One of the advertisements caught the young man's attention. It proposed to urgently and inexpensively (for DM70 thousand) buy a small chemical and pharmaceutical factory along with a warehouse.

Troplowitz, who came from a Jewish family that took root in Upper Silesia back in the 17th century, dreamed of owning his own business all his life. Oscar was so interested in the sale that he decided to write a letter to the advertiser, in which he asked to clarify some details that interested him. The answer did not take long to arrive. Letter from Paul Karl Beiersdorf, a well-known specialist in the pharmaceutical world and, in fact, the owner of the factory, he received in just a couple of days.

From the letter, Oscar learned how eight years ago a pharmacist had accomplished something truly revolutionary - he had created the world's first bactericidal patch that could heal wounds without causing even more suppuration or irritation of the skin. The patch was immediately patented and became the first brick in the foundation of the new AG organization.

However, inventing the patch turned out to be easier than getting people to buy it. The unenterprising Beiersdorf simply had no idea how to sell the product. During a personal meeting between Beiersdorf and Troplowitz, the latter asked him a question: how much does product advertising cost? Beiersdorf replied that he was not involved in any advertising and had absolutely no understanding of this issue.

It became clear to Troplowitz why all the unrealized product lay dead weight in the warehouse, and Beiersdorf AG, in the hands of an inept businessman, was gradually approaching financial collapse.

One head is good, two are better Troplowitz, who at this time was almost half Beiersdorff's age, turned out to be the complete opposite of his older colleague. Young, assertive, accustomed to making the most of life, Oscar Troplowitz was simply shocked by the approach to doing business in the Beiersdorf company. When on October 1, 1890, both pharmacists completed all legal procedures for the deal and shook hands, hundreds of ideas for a new business swarmed in the head of the new owner of Beiersdorf AG. He already knew that he would launch such an advertising campaign that buyers would have no choice but to buy his products with political parties.

Paul Beiersdorf himself devoted the rest of his life to pharmaceutical experiments on his private property in Alton. Then he got involved in some dubious deal and lost almost everything, after which he committed suicide in June 1896 by poisoning himself.

Things were going better and better for Troplowitz. In 1892, he purchased new premises in which he opened a trading floor. By the way, this building is still the head office of Beiersdorf AG.

Troplowitz worked on technology, increased production, and tried his best to minimize production costs. He offered cooperation to Beiersdorf's former partner, the famous German dermatologist Paul Gerson Unna, who, together with Paul Beiersdorf, participated in the development of patches.

In tandem, Troplowitz and Unna received one of the most important patents for Leukoplast, a product that is well known in modern pharmaceuticals as a bactericidal adhesive plaster. They managed to neutralize the irritating effect of a regular patch by adding zinc oxide to its composition, which also gave the patch a modern white color.

There was only one last thing left: using an advertising campaign to show invention to the buyer and wait for his reaction. It didn’t take long to wait - very soon the patches from Beiersdorf AG began to be in great demand in the Republic of Germany, and a few years later throughout the world.

Another product Troplowitz co-invented with Unna was Paraplast, a new type of medical plaster made entirely of cotton.

In addition to medical ones, the Beiersdorf AG laboratory also received a whole series of technical plasters that were absolutely unsuitable for human skin, but turned out to be simply irreplaceable, for example, to seal a torn bicycle tire. Thus, based on the new products received, a new division of the organization was created, specializing in release insulating tapes.

About Beiersdorf AG.

Beiersdorf" - international - leader in the skin care products market. Trademarks owned by the Beiersdorf organization were developed taking into account the needs and wishes consumers:Nivea, 8x4, atrix, Eucerin, Labello, laprairie, JUVENA, FUTURO, Florena, Hansaplast, Elastoplast and Tesa.

The organization was founded in 1882 by Karl Paul Beiersdorff, who created the adhesive plaster and received patent for its production. In 1890, the organization was purchased by pharmacist Dr. Oscar Troplowitz. Thanks to his investigative mind and focus-oriented thinking acquirer began the company's success story, which has lasted more than 100 years. Beiersdorf's success is based on the knowledge and experience of the employees working in the organization.

The company encourages initiative and excellent work results, offering ample opportunities for professional and career growth. There are more than 120 Beiersdorf branches around the world. , numbering more than 18 thousand employees.

Beiersdorf AG has leapfrogged L'Oreal and its American competitors. The German company Beiersdorf AG has been producing chemical and pharmaceutical products for a century. The Nivea, Tesa and Hansaplast brands have become sources of decent income for the organization. In the first quarter of 2001, Beiersdorf AG's turnover amounted to more than $1 billion.

The Beiersdorf research center employs more than 150 specialists in the fields of dermatology and cosmetology, pharmacology and chemistry. Cosmetic products are improved through regular laboratory research and numerous tests. Over the years work a significant amount of knowledge and experience has been accumulated.

The Nivea brand has always been distinguished by its reasonable pricing policy. A good example is the Nivea Visage cosmetic line - a series of facial skin care products. Competing companies often offer similar products at prices several times higher.

The organization is led by Thomas B. Kwaas (chairman of the board), Peter Nota (brands), Markus Pinger (), Rolf Dieter Schwalb (finance), Peter Kleinschmidt (management work with staff).

Currently, Beiersdorf is a leading international organization producing cosmetics and medical products. goods, but her main brainchild is rightfully considered the cream “Nivea (Nivea)”. The blue Nivea Creme jar is a symbol of facial skin care and care. Dermatological tests have proven that after using Nivea cream, the skin not only becomes smoother, but also becomes softer and more elastic. Nivea cosmetics are ideal for problematic and sensitive skin, because... it contains absolutely no preservatives, but includes only soft and high-quality natural ingredients. In addition, Nivea Creme significantly reduces inflammatory processes and has a pronounced wound-healing property.

Troplowitz besides Federal Republic of Germany imported its products first to the USA, and since 1898 established regular deliveries to Vienna. In 1906, one of the offices of Beiersdorf AG was opened in London. By the beginning of the First World War, new production facilities had been opened in Buenos Aires, Copenhagen, Mexico City, New York, Paris and Sydney. Process The internationalization of the Beiersdorf AG brand was constantly interrupted by world wars, but Troplowitz did not care at all. Possessing a strong entrepreneurial spirit and inventive talent, he step by step built his company into a world trading leader.

Every year turned out to be another breakthrough for Beiersdorf AG products. The surprising thing is that in most cases, Beiersdorf AG was able to achieve explosive success by offering its customers simply a more advanced formula of an existing product.

Beiersdorf AG designers came up with new intricate packaging, and advertisers came up with another series of heart-warming advertisements. Having watched enough romantic and family-friendly commercials demonstrating the updated products of Beiersdorf AG, customers, fascinated by the organization’s new ideas, began to buy products they were already familiar with with even greater zeal. Thus, product design turned out to be the cornerstone of Beiersdorf AG's strategy.

Despite the success, Beiersdorf AG decided not to stop at Nivea. It was followed by other world famous brands. In 1951, the 8x4 cosmetic series was created, and in 1955, Atrix hand cream.

Beiersdorf AG sought to strengthen its position in market and through new acquisitions. Thus, since 1990, it has bought six new brands in the adhesive plasters segment. With the acquisition of the last of these, Elastoplast, in 2000, Beiersdorf AG became the world leader in the production of adhesives.

Along with internal growth, Beiersdorf AG continued its external expansion. The new target was Poland, which after just a couple of years turned out to be the fastest growing market for the company.

Ralf Kunisch, the 59-year-old CEO and since the beginning of 2000 also Chairman of the Board of Directors of Beiersdorf AG, is proud of the way the world views his organization. According to Kunisch, Beiersdorf AG has never tried to copy the business style of others.

Beiersdorf AG came up with its own democratic style and developed its own strategy. At the end of the 20th century, the Germans decided to concentrate their main efforts on one brand, squeezing the maximum possible out of it. “We have never tried to make Nivea an expensive brand. Our brand is for everyday use,” says the CEO of Beiersdorf AG.

Many families have counted NIVEA as a close friend for over 100 years, supporting them with clean, simple, carefully selected ingredients.

Introducing NIVEA Cream

Everyone is familiar with the blue box, white cream and inimitable aroma. In fact, this cream is loved by many generations around the world for its moisturizing properties, a truly unique scent that has become synonymous with protection, care, trust and happiness.

History of NIVEA skin care

The history of NIVEA dates back to 1890, when Dr. Troplowitz acquired a laboratory for dermatotherapeutic drugs in Hamburg. Here Dr. Troplowitz worked with scientific advisor and professor of dermatology Unna to create the first water-oil emulsion.

They created a new cream base called Eucerit®. It is a wax found in sheep's wool that acts as an emulsifying agent. With the help of this additive, oil and water are bound into a stable compound, which is how the basis of a snow-white cream first appeared. Previously, emulsions responded to temperature changes by separating into independent water and oil.

The resulting cream, enriched with lipids, oils and having a unique scent, was released in 1911. This marked the beginning of the history of a brand that has no equal.

Effects of NIVEA cream

When NIVEA Creme was first released, it created a lot of buzz; this was due not only to the novelty of the product, but also to its packaging.

The use of a special machine to pack cream into aluminum jars was a historic moment, marking a turning point in the modern cosmetics industry.

It is not surprising that snow-white cream instantly became very popular. The formula was used not only to make a body emollient, face cream and hand cream, but also to care for children's skin, since the composition was so gentle. Before NIVEA Creme was introduced to the market in 1911, the only alternatives were water, soap and powder.

Three years later, NIVEA Creme was sold in 34 countries. Today it is still NIVEA's best-selling product. Since its first appearance on the market, over 15 billion jars of cream have been sold.

Did you know about this before?

• No NIVEA cream is more versatile than NIVEA Creme.
• NIVEA Creme protects against the cold by creating a protective layer on the skin.
• NIVEA Creme is suitable for all skin types.
• NIVEA Creme acts as a hand cream, face care product, and body moisturizer.
• NIVEA Creme is more than a cream, it is your skin's best friend and protector.

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Nivea comes from the Latin word niveus/nivea/niveum, meaning "snow-white".

Story

In Germany in 1882, pharmacist Paul Karl Beiersdorf invented the adhesive plaster, and following his invention he founded the Beiersdorf company, which today is a giant in the cosmetics industry.

The history of the Nivea brand dates back to 1890, when a businessman named Oskar Troplowitz bought the Beiersdorf company from its founder.

In 1914, Beiersdorf operated not only in Germany, but also produced and sold a significant portion of its goods abroad in 34 countries. The scale of the company can be assessed by the fact that in the early 1930s. One and a half million people worked at enterprises owned by Beiersdorf. Gradually the company's product range expanded. In addition to cream, patches and adhesive tapes, the production of soap and powder begins. The NIVEA series is also being updated - products for hair and scalp appear, and a little later - shampoos and styling products.

In the mid-20s, Art Nouveau posters already featured cream, soap, powder and hair milk. In 1920, a landmark event took place - the first advertising of NIVEA products in cinema. An animated video advertised NIVEA cream in tubes.

The Beiersdorf company in those days was the flagship of cosmetology. In 1922, the world's first cosmetics for men were launched. At first it was just shaving soap. But it was this soap that eventually turned into NIVEA shaving foams and gels.

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Excerpt characterizing Nivea

Rostov grinned.
– Mon cher comte; vous etes l"un de mes meilleurs ecoliers, il faut que vous dansiez,” said little Jogel, approaching Nikolai. “Voyez combien de jolies demoiselles.” [My dear Count, you are one of my best students. You need to dance. Look how much pretty girls!] – He made the same request to Denisov, also his former student.
“Non, mon cher, je fe"ai tapisse"ie, [No, my dear, I’ll sit by the wall," Denisov said. “Don’t you remember how badly I used your lessons?”
- Oh no! – Jogel said hastily consoling him. – You were just inattentive, but you had abilities, yes, you had abilities.
The newly introduced mazurka was played; Nikolai could not refuse Yogel and invited Sonya. Denisov sat down next to the old ladies and, leaning his elbows on his saber, stamping his beat, told something cheerfully and made the old ladies laugh, looking at the dancing young people. Yogel, in the first couple, danced with Natasha, his pride and best student. Gently, tenderly moving his feet in his shoes, Yogel was the first to fly across the hall with Natasha, who was timid, but diligently performing steps. Denisov did not take his eyes off her and tapped the beat with his saber, with an expression that clearly said that he himself did not dance only because he did not want to, and not because he could not. In the middle of the figure, he called Rostov, who was passing by, to him.
“It’s not the same at all,” he said. - Is this a Polish mazurka? And she dances excellently. - Knowing that Denisov was even famous in Poland for his skill in dancing the Polish mazurka, Nikolai ran up to Natasha:
- Go and choose Denisov. Here he is dancing! Miracle! - he said.
When Natasha’s turn came again, she stood up and quickly fingering her shoes with bows, timidly, ran alone across the hall to the corner where Denisov was sitting. She saw that everyone was looking at her and waiting. Nikolai saw that Denisov and Natasha were arguing smiling, and that Denisov was refusing, but smiling joyfully. He ran up.
“Please, Vasily Dmitrich,” Natasha said, “let’s go, please.”
“Yes, that’s it, g’athena,” Denisov said.
“Well, that’s enough, Vasya,” said Nikolai.
“It’s like they’re trying to persuade Vaska the cat,” Denisov said jokingly.
“I’ll sing to you all evening,” said Natasha.
- The sorceress will do anything to me! - Denisov said and unfastened his saber. He came out from behind the chairs, firmly took his lady by the hand, raised his head and put his foot down, waiting for tact. Only on horseback and in the mazurka, Denisov’s short stature was not visible, and he seemed to be the same young man that he felt himself to be. Having waited for the beat, he glanced triumphantly and playfully at his lady from the side, suddenly tapped one foot and, like a ball, elastically bounced off the floor and flew along in a circle, dragging his lady with him. He silently flew halfway across the hall on one leg, and it seemed that he did not see the chairs standing in front of him and rushed straight towards them; but suddenly, clicking his spurs and spreading his legs, he stopped on his heels, stood there for a second, with the roar of spurs, knocked his feet in one place, quickly turned around and, clicking his right foot with his left foot, again flew in a circle. Natasha guessed what he intended to do, and, without knowing how, she followed him - surrendering herself to him. Now he circled her, now on his right, now on his left hand, now falling on his knees, he circled her around himself, and again he jumped up and ran forward with such swiftness, as if he intended to run across all the rooms without taking a breath; then suddenly he stopped again and again made a new and unexpected knee. When he, briskly spinning the lady in front of her place, snapped his spur, bowing before her, Natasha did not even curtsey for him. She stared at him in bewilderment, smiling as if she didn’t recognize him. - What is this? - she said.
Despite the fact that Yogel did not recognize this mazurka as real, everyone was delighted with Denisov’s skill, they began to choose him incessantly, and the old people, smiling, began to talk about Poland and about the good old days. Denisov, flushed from the mazurka and wiping himself with a handkerchief, sat down next to Natasha and did not leave her side throughout the entire ball.

For two days after this, Rostov did not see Dolokhov with his people and did not find him at home; on the third day he received a note from him. “Since I no longer intend to visit your house for reasons known to you and am going to the army, this evening I am giving my friends a farewell party - come to the English hotel.” Rostov at 10 o'clock, from the theater, where he was with his family and Denisov, arrived on the appointed day at the English hotel. He was immediately taken to the best room of the hotel, occupied for that night by Dolokhov. About twenty people crowded around the table, in front of which Dolokhov was sitting between two candles. There was gold and banknotes on the table, and Dolokhov was throwing a bank. After Sonya's proposal and refusal, Nikolai had not yet seen him and was confused at the thought of how they would meet.
Dolokhov’s bright, cold gaze met Rostov at the door, as if he had been waiting for him for a long time.
“Long time no see,” he said, “thanks for coming.” I’ll just get home and Ilyushka will appear with the choir.
“I came to see you,” Rostov said, blushing.
Dolokhov did not answer him. “You can bet,” he said.
Rostov remembered at that moment a strange conversation he once had with Dolokhov. “Only fools can play for luck,” Dolokhov said then.
– Or are you afraid to play with me? - Dolokhov said now, as if he had guessed Rostov’s thought, and smiled. Because of his smile, Rostov saw in him the mood of spirit that he had during dinner at the club and in general at those times when, as if bored with daily life, Dolokhov felt the need to get out of it in some strange, mostly cruel, act .
Rostov felt awkward; he searched and did not find a joke in his mind that would respond to Dolokhov’s words. But before he could do this, Dolokhov, looking straight into Rostov’s face, slowly and deliberately, so that everyone could hear, said to him:
– Do you remember we talked about the game... a fool who wants to play for luck; I probably should play, but I want to try.

In 1882, a new era began in the cosmetics industry and the world of beauty - pharmacist Paul Karl Beiersdorff founded the company and named it in his honor. However, Beiersdorf owned the company of the same name for only eight years, and then sold it to businessman Oscar Troplowitz, who, together with dermatologist Paul Unna and pharmacist Isaac Lifschetz, created a skin cream based on a revolutionary moisturizing emulsion.
This is how the famous NIVEA cream came from the Latin “nivius” - snow-white.
The first box in which the cream was packaged in 1911, like one hundred and three years later, was tin and round. It was decorated in the Art Nouveau style that was then defining the general aesthetic context.

In general, the history of the NIVEA brand is closely connected with the visual component. Product advertising posters are as famous as the world famous blue can design.

In 1914, more than one and a half million people worked at NIVEA brand factories in 34 countries. The company gradually expanded its product range, producing shampoos, soaps, and styling products.

Already in 1909, NIVEA produced lip care products. The brand proceeds from the fact that everything in a person should be beautiful - skin, hair and, of course, lips. It seems that before, none of the cosmetic brands thought about the fact that women's lips require special care.
Thus, NIVEA becomes an innovator and trendsetter in the next direction for the next hundred years.

The post-war fifties marked the heyday of the brand.

NIVEA produces products in the following areas: skin cream that protects against cold, wind and bad weather, sun cream, a line of cosmetics designed specifically for children and, of course, hygienic lipstick.

The main component of NIVEA products all this time remains eucerite, developed by Troplowitz in 1911 - a unique substance capable of combining water, oil and active components.

For more than a hundred years, the NIVEA brand has remained a leader in the production of skin care products, constantly improving technology and introducing new products to the market. One of the company's latest achievements is a line of lip care oils with three different attractive flavors that will help keep your lips smooth and beautiful at any time of the year.

Nivea is a global skin and body care brand owned by the German company Beiersdorf. In 1882, pharmacist Karl Paul Beiersdorff created a company that in 1911 developed the first water-oil cream called Eucerit, which was the first stable emulsion of its kind. At that time it was .

Creation of a trademark

In 1900, the new owner of Eucerit, Oscar Troplowicz, named the company Nivea (from the Latin word Niveus / Niveum, which translates as “snow-white”). During the period that Oscar Troplowicz owned the company, he developed several of his own products, including Nivea leukoplast, Labello and others. Nivea, despite being founded in Poland, was bought by German investors in the 1930s. From this period, she began producing her own products, such as shaving creams, shampoos and facial toners.

The trademark was confiscated in many countries after World War II. Beiersdorf completed the repurchase of the confiscated trademark rights in 1997.
Internationalization in the 1980s allowed the brand to be promoted to more global markets.

Entering new markets

The company's scientists began studying the effects of sunlight on the skin in the early 1930s, resulting in the first sunscreen in 1936. Over the next few decades, other products joined this product line, such as an oil spray developed in 1958 for people leading .

Nivea first entered the Middle East market in the 1950s, offering its products in Jordan, Syria and Bahrain. It became the first country in the region whose cosmetic products appeared on the shelves of local stores. Today the company has a strong position in the regional sector of skin care products and creams, which demonstrates continuous success in this area, always keeping up with the times.

Expansion of the product range

Other products, such as the milk developed in 1963, have formed the basis of skin care collections for an entire generation. The innovative milk formula, which included water and oils, was easy to use. The milk was quickly absorbed and gave the skin a beautiful appearance and elasticity in the blink of an eye.

Over its 100-year history, the brand has implemented numerous projects. The famous eye-catching blue color, which is now inextricably linked with the brand, is one of the very rare shades that represents protection and safety around the world.

Meanwhile, the Nivea brand has proven itself well in all areas of the cosmetics industry; in addition to classic products like body lotion, the company produces a huge series of shower gels, shampoos, and creams for all skin types. It is known all over the world, from Spain to Thailand and from New Zealand to the North Pole. In these countries, every child knows blue packaging with white letters.

1998 also saw the launch of a facial skin care product that included the revolutionary active ingredient Coenzyme Q10, found in human skin and having a powerful anti-wrinkle effect. Nivea Visage Q10 became an instant bestseller as the product sold every two seconds worldwide. Later, the company offered this active ingredient in almost all products of the corresponding category, including the Nivea FOR MEN series.

State of the company today

Today Nivea covers a full range of skin care and personal care products. It is active in fourteen different segments of the health and beauty market. More than 300 different products meet consumer needs - from skin care for children to men's cosmetics. Many of these products are offered worldwide. Currently, a popular brand for the production of men's perfumes is.

2011 marks the centenary of the release of Nivea cream, which for decades has been a symbol of trust and the choice of millions of satisfied customers.

Currently, the cosmetics company Beiersdorf AG has its headquarters in Hamburg, Germany, and its staff includes more than 17,000 employees worldwide. Sales in 2010 already amounted to 4 billion euros. The company's shares have been listed on the DAX since December 2008. Nivea is the world's largest brand in the cosmetics industry.