Nivea

The NIVEA Story begins with the ground-breaking discovery of Eucerit, the first water-in-oil emulsifier. This made it possible to create for the first time a stable emulsion of this type. In 1911 Beiersdorf's owner Oskar Troplowitz initiated development of a skin cream based on such an emulsion in close cooperation with chemist Isaac Lifschütz and dermatologist Paul Unna. In December of that year the world's first long-lasting skin cream came onto the market. Troplowitz named it NIVEA, from the Latin word "nivius" meaning "snow-white". The first tin featured a whimsical art nouveau design, in keeping with the taste of the time. It also fit the prevailing image of women - fragile, ethereal, delicate. Yet great change was just over the horizon. Isolated by Dr. Isaac Lifschütz after decades of intensive research, this emulsifier was based on wool fat and enabled oil and water to be mixed and stay mixed. Prior to this discovery, cosmetics were based on animal and vegetable fats and decomposed readily as the fats became rancid. Recognizing the great cosmetic potential of his development, Lifschütz called it Eucerit, "beautiful wax". Purchased the Beiersdorf company in Hamburg, Germany from founder Carl Beiersdorf in 1890. An astute businessman, by1911 he was successfully marketing a range of body care products as well as developing and manufacturing the first adhesive tape and the first adhesive bandages. Beiersdorf A leading international manufacturer of cosmetics, health care and adhesive products.

The First World War had put a damper on the distribution of cosmetics, which at the time were luxury products, but the NIVEA name was nevertheless enough of a draw for Beiersdorf to use it for a series of other products after the war. The demands of the war had brought women into the work force in large numbers, and perceptions were changing. Women obtained the right to vote. The ideal of feminine beauty was shifting away from an aristocratic, pale drawing-room complexion to a healthier, more active look. Advertising began to reflect this growing emancipation, with sharper lines and greater clarity of form. But economic conditions were tough. Rampant inflation in Germany in the aftermath of the war meant that by late 1923 a tin of NIVEA cost over 100 billion Marks. As the 20's became the "Roaring 20's", society took on a whole new look. Radio and films came into their own, and the pace of life was faster and more intense. NIVEA's old prewar image was increasingly behind the times. In 1924 the decision was made to revamp the brand image from the ground up - the first relaunch in the history of marketing. The tin design was the most radical change. The delicate cursive script and fanciful border on a yellow background were replaced by a blue tin with "NIVEA CREME" in white capitals - surely one of the boldest facelifts ever attempted. Advertising broke with tradition as well. Ads showed the "NIVEA boys", three happy, healthy lads whose loveable looks won the hearts of the female public at the same time as they conveyed a new message - NIVEA as the ideal choice for the entire family. Purchased the Beiersdorf company in Hamburg, Germany from founder Carl Beiersdorf in 1890. An astute businessman, by1911 he was successfully marketing a range of body care products as well as developing and manufacturing the first adhesive tape and the first adhesive bandages. Beiersdorf A leading international manufacturer of cosmetics, health care and adhesive products.

During the 30's NIVEA consolidated its image as the skin care cream for outdoor fun. Beiersdorf brought out a special suntan lotion to back this up, and soon the correlation between skin care and a tanned complexion was taken for granted.With the NIVEA weather calendar Beiersdorf gave consumers an idea of the weather conditions for the forthcoming 2 weeks. These forecasts showed the weather trends graphically and proved extremely popular, helping anchor NIVEA firmly in the public mind as the skin cream for all seasons. The 30's also saw new products such as shaving cream, facial toner and shampoo. Beauty and facial care remained a major focus alongside the outdoor theme, and this was expressed on the tin with the legend "For home and sports".

During the Second World War, NIVEA advertising was managed by Elly Heuss-Knapp. Thanks to her efforts, the NIVEA message remained free of Nazi ideology. Instead, advertising showing NIVEA girls in short hairdos and sporty outfits emphasized normality in a period increasingly marked by unease, suffering and deprivation. She also recognized the positive associations of the trademark colors blue and white, with fresh air and sunshine, and used these colors consistently, a tradition which continues to the present day.During the war the NIVEA brand was expropriated by most of the countries that had been at war with Germany - and many that had not. Soon after the war Beiersdorf set about buying back the confiscated trademark rights, a process which was only completed in 1997. managed NIVEA advertising starting in 1934 and throughout the Second World War. After the war she became the first First Lady of the new Federal Republic of Germany at the side of Theodor Heuss, its first president.

After all the hardships of the Second World War and the immediate postwar era, in the 50's people everywhere sensed that things could only get better. The accent was on optimism and zest for life.As prosperity increased, more and more people were able to get away for weekends more often. Women's fashions became feminine again, at the same time as uncomplicated outdoor fun became more popular. And NIVEA was the perfect skin care cream, indoors and out. By this time NIVEA was a familiar product in many countries around the world, and was fast becoming an umbrella brand for a wide range of skin care products. Christian Dior's "new look" featured wasp-like waists, high heels and flounces, while beauty pageants sprang up everywhere. The 50's were a time when romance was celebrated.