The history of NIVEA

1. NIVEA – theworldlargestskincarebrand

2. History

3. History ExcursusEucerit Eucerit is a highly purified lanolin alcohol with a high cholesterol content. The especially pure lanolin alcohol Eucerit has a much lower allergy potential than other lanolin alcohols Lanolin alcohol is a natural product consisting of a mixture of skin-related lipids extracted from waxes found in sheep's wool Main ingredients NIVEA: Water, paraffin, glycerine, panthenol, citricacid, scentsandtheemulgentEucerit

4. History

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6. History Advertisement in 1919

7. History

8. History 1924/25: Advertising style changed, becausepeoplewantedtoenjoylife. The newcolourswereblueandwhite

9. History 1925: “Youth“ and “Leisure“ became important words in the 1920s New marketingactivity: giantair-filledrubber NIVEA tubesweredistributedatmajorseasideressorts Contest: thebestpicturesordrawingsofoneselfwiththetubewerepusblished

10. History 1927: Whiteningpaste in Japan Western worldtrend: tannedskin Asia: pale skin

11. History 1931: Beiersdorf had 20 productionsitesworldwideand 1.400 employees

12. History India 1931

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17. History 1973: „Onlyme“ campaign A seriesofadvertisementthat ran from 1973 – 1988 and highlightedthe „onlyme“ qualityof NIVEA

18. History A lotofnewinnovationsandcampaigns: 1980: After ShaveBalm Relaxed irritatedskin after shaving First balmthatdidn‘tcontainirritatingalcohol 1980: Bathandshowerproductsarelaunched 1981: NIVEA Sun Protection Range was extended 1982: Face cleansingand careproducts arelaunched

19. History A lotofnewinnovationsandcampaigns: 1983: NIVEA haircareproducts Care forfrequently-washedhair 1988: NIVEA „Stage Campaign“ Showedpeople in front of a NIVEA Creme horizon People were happy withtheirskinandshowed whatskinneedstothrive

20. History A lotofnewinnovationsandcampaigns: 1991: NIVEA Deodorant 1990: NIVEA lipcare 1992: NIVEA Body Care rangeisextended

21. History A lotofnewinnovationsandcampaigns: 1992: Blue HarmonyCampaign Honesty, returntofamilyandrealityoffeelingsbecameimportantvalues in the 1990s

22. History A lotofnewinnovationsandcampaigns: 1993: NIVEAs firstmen‘sgroomingrange forthemassmarket Facialcareproducts 1996: NIVEA bathandshowerproducts

23. History A lotofnewinnovationsandcampaigns: 1997: NIVEA Cosmetics NIVEA Beauté

24. History A lotofnewinnovationsandprojects: 1997: First international brandhomepage Including games and skincare tips Oneofthefirstbrandwebsitestaking an emotional andentertainingapproachofpresentingbrandvalues 1998: Q10 Anti-wrinkleingredient Q10 was discoveredby NIVEA researchersand an anti-agingline was launched

25. History A lotofnewinnovationsandprojects: 1998: Hand Care products 1998: NIVEA WhiteningProduct Range forAsia

26. History A lotofnewinnovationsandprojects: 1999: NIVEA Sun Spray 2001: NIVEA type faceandtypography

27. History A lotofnewinnovationsandprojects: 2004: The modern skinresearchcenter was opened in Hamburg (Germany) Toanswerthequestionhow NIVEA productshavetobestructured in order tosupporttheskin on an individual basis 2006: DNAGE Skin researchershavedeveloped an innovative anti-agingcaresystemthatsupportsthecellrenewalprocessdirectly in cellular DNA calledDNage

28. History A lotofnewinnovationsandprojects: 2007: Homepage relaunch Present in 48 countries and in about 28 languages

29. History The brand logo: 1911: First NIVEA Creme tinreferredtotheartistictrendatthatperiod „Nouveau Art“ 1925: Big change in design The ideal ofbeautychangedfromaristocraticpalenessto an active, healthy-lookingwoman The companychose a bluecolourbecauseithadnopoliticalmeaning Therewere just 2 mainchangesfrom 1925 totoday: 1.) The writing „Creme“ was changed 1959 to a cursivehandwritten versiontoaddemotions 2.) In 1970 thewhitecircledisappearedfromthetin

30. History Development ofthebrand logo Overviewofthedevelopment ofthe logo:

31. Today Productrange NIVEA today:

32. Today Facts: NIVEA istheflagshipbrandof Beiersdorf Net sales 2010 Beiersdorf: 6,194 mill. € Europe 62,1%, Asia/Africa/Australia 21,3%, America 16,6% EBIT 583 mill. €

33. Thankyou