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 it 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 in June 1896 he committed suicide 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 invented with Unna was Paraplast, a new type of medical tape 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. , with 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.
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 saw 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.
Brand: Nivea
Industry: cosmetics, parapharmaceuticals.
Products: cosmetics.
Owner company: Beiersdorf AG
Year of foundation: 1882
Headquarters: Hamburg, Germany
Performance indicators
|
Volume of sales |
Gross profit |
Net profit |
Amount of assets |
Equity |
Number of employees |
|
|
Profit after tax |
||||||
| 2016 | 6,752 | 3,978 | 727 | 7,573 | 4,677 | 17,934 |
| 2017 | 7,056 | 4,146 | 689 | 8,205 | 5,125 | 18,934 |
Nivea brand value according to companies:
|
Interbrand, $ billion |
Millward Brown Optimor, $billion |
Brand Finance, $ billion |
|
| 2015 | 2,692 | 6,488 | 5,322 |
| 2016 | n/a | n/a | n/a |
| 2017 | n/a | n/a | n/a |
| 2018 | n/a | n/a | n/a |
history of the company
The company was founded in 1882 by Karl Paul Beiersdorff, who created the adhesive plaster and received a patent for its production. In 1890, the company was purchased by pharmacist Dr. Oscar Troplowitz. His investigative mind and customer-focused mindset began the company's 100-year success story.
There are more than 120 Beiersdorf branches worldwide, with more than 18 thousand employees. The Russian branch of Beiersdorf opened in 1998 and is responsible for sales, marketing and distribution of the NIVEA brand in Russia and the CIS countries. However, sales of products under the NIVEA brand in Russia began in 1904, at first it was only soap, and in 1912 the same NIVEA cream appeared on the shelves. Russian fashionistas liked the products, but with the outbreak of World War I, sales in Russia stopped, and resumed only in the fifties. For a long time, NIVEA cosmetics were considered elite and were available to a small circle of people. Now almost 200 types of cosmetics under the NIVEA brand are available to Russian customers, and the range is constantly updated.
The NIVEA brand produces skin care products and is one of the leaders in this category.
Brand history
The NIVEA story begins with the sensational discovery of Eucerit, the first oil-in-water emulsifier. The discovery of Eucerite made it possible to create the first stable, water-oil-based moisturizing emulsion. 
In 1911 The owner of the Beiersdorf company, Oskar Troplowitz, in collaboration with pharmacist Isaac Lifschtz and dermatologist Paul Unna, began developing a skin cream based on this emulsion. In December of the same year, the world's first long-lasting skin moisturizer appeared on the market. Troplowitz named this cream NIVEA from the Latin word "nivius", which means "snow-white".
The first NIVEA jar was intricately designed in Art Nouveau style, in keeping with the trends of the time. This design of the jar corresponded to the image of most women of those years - fragile, airy, sophisticated.
This is how the history of the world famous NIVEA brand began.
The result of many years of intensive research by Dr. Lifshetz was the discovery of the emulsifier. The emulsifier allowed water and oil to be mixed to form a stable water-oil emulsion. Before this discovery, the basis of cosmetics were animal or vegetable fats. This greatly reduced the service life of cosmetic products, as fats quickly deteriorated.
Realizing that the emulsifier opened up enormous opportunities for the development of cosmetics, Lifshetz named it Eucerit, which means “fine wax.”
The Beiersdorf company was purchased in 1890 in Hamburg (Germany) from its founder Karl Beiersdorf.
Enterprising businessman Oscar Troplowitz by 1911 Already successfully marketed a line of body care products, and was also involved in the development and production of the first self-adhesive tapes and adhesive plasters.
Today, Beiersdorf is a leading international corporation in the production of cosmetic products, medical products and self-adhesive tapes.
In the 1930s, the NIVEA brand strengthened its image as a series of skin care products for protection against adverse environmental influences. During this period, the Beiersdorf company begins to produce a special tanning lotion, which makes the connection between skin care and a beautiful tan even more obvious.
In the same years, the Beiersdorf company began to publish a weather calendar from NIVEA. With its help, readers learned the weather forecast for the next two weeks. This marketing move helped to strengthen the image of NIVEA Creme in the minds of consumers as a universal cream for skin care at any time of the year.
Also, in the thirties, the NIVEA brand introduced new products to the market such as shaving cream, powder and shampoo. The focus of the brand continues to be beauty and facial skin care. It was at this time that the inscription “For home and sports” appeared on NIVEA Creme jars.
After the difficulties of the Second World War and the post-war period, people of the 50s lived in hope of change only for the better. The main mood in society was optimism and a renewed interest in life.
As prosperity grew, people began to travel more. Women's fashion has become feminine again, and outdoor activities are increasingly popular. NIVEA Creme was the ideal skin care product not only at home, but also while walking outdoors.
In the 50s, NIVEA brand products had already become known in many countries around the world. NIVEA becomes a generic brand name for a large number of skin care products.
For almost a century, Beiersdorf has had international subsidiaries, and NIVEA has been an international brand since its inception. However, sales development was initially aimed at the domestic market, and marketing policy was primarily focused on domestic consumption.
In the 80s, the world transformed into a single economic community, and NIVEA became a brand with a worldwide reputation. However, an individual approach is becoming increasingly important. Consumers expect more and more variety of products. In response to these expectations, NIVEA is adding new product lines to its range, while maintaining the core strengths of the brand: high quality, reasonable prices and gentle skin care.
With the growing desire of consumers to increasingly emphasize their own individuality, the range of goods and services offered on the market is increasing. Take television, for example: the limited selection of programs from the 60s cannot be compared to the truly limitless variety of television channels available today. The same thing is happening with NIVEA: currently, the brand’s range is represented by products for various skin and hair types, creams with different sun protection factors - everything that no one dreamed of 10 years ago.
The nineties were a very successful decade for NIVEA. The lifestyle of the 80s contributed to the return of society to family values, belief in the existence of true feelings and sincerity. The core values promoted by the NIVEA brand are becoming popular again. In the international cosmetics market, NIVEA reaches unprecedented heights and becomes one of the world's largest skin care brands. Continuing to guarantee consumers the high quality of its products, the NIVEA brand is expanding its range in new areas such as decorative cosmetics and hair styling products. In addition, the NIVEA Visage series produces an innovative facial skin care product - cream with coenzyme Q10.
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 many years of 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.
Today, the NIVEA brand represents a series of products for face and body skin care, hair care, bath and shower products, men's cosmetics, cosmetics for children, as well as sunscreens. Sold in more than 150 countries, NIVEA brand products are trusted, and very often customers are convinced that NIVEA is a local brand. The Beiersdorf company regards this as a compliment.
Over the course of almost 100 years, the brand has undergone various changes, but the positioning has remained unchanged: NIVEA is gentle skin care.
In 2015, Nivea won a case against Moncalieri, which produces Turin-based Neve bio-cosmetics, which is popular among young people.
There is a first time for everything. Every global brand today began its ascent with successful discoveries. Useful inventions make life easier, better quality, and give businesses that own the rights to a new product a chance to succeed. Beiersdorf, which owns the Nivea brand, followed this path. It all started with the creation of a water-oil based pharmaceutical emulsion. At that time, there were no analogues to a product that could achieve sustainable hydration. Perhaps the useful discovery would have been lost over time, but the clever businessman Oscar Troplowitz did not let the fresh idea go to waste.
Beiersdorf - the beginning of the journey
Oscar Troplowitz, whose name is associated with the emergence of the Nivea brand, was born into the family of a successful German architect with Jewish roots. During his childhood, the boy was attracted to art, but his parents did not allow his son to become an artist. My father insisted on a mundane specialty. Oscar, having worked for 3 years after graduating from high school as a pharmacist's student, chose to follow in his uncle's footsteps - to become a pharmacist, rather than continue his father's endeavors. Having received a diploma from the medical faculty of the university, the young man continued his studies, becoming the owner of a Doctor of Philosophy degree.
In 1890, Oskar settled in Hamburg, married his cousin, and got a job as a pharmacist's assistant. Talent and ambition did not allow him to stay on the sidelines for long. One day, while looking through another issue of Pharmazeutische Zeitung, Oscar discovered an interesting offer for the sale of a pharmaceutical company. The company at that time belonged to Paul Karl Beiersdorf and produced medical products for dermatological purposes. The main product item was adhesive plasters. Appeared in 1882 and bearing the name of the founder, the company did not bring significant profit. Beiersdorf agreed to a deal of 70 thousand marks, which could not correct his shaky financial situation.
Troplowitz quickly sorted things out and brought the distressed company out of crisis. The new owner assessed the development prospects and drew attention to the illogically organized sales of finished products. The absolute absence of advertising did not allow the enterprise to develop and slowed down ongoing work. Outdated equipment required modernization. Oscar, supported by his father and uncle, took up the task with enthusiasm. The advertising campaign for Beiersdorf products, organized by Troplowitz, went down in history as the first large-scale promotion of pharmaceutical products in Germany.
Development proceeded at a rapid pace; in 1892, the company already needed a new area for a trading floor. In addition to promotion, Troplowitz became closely involved in improving products and developing new ones. The involvement of Paul Unn, a dermatologist and former partner of Beiersdorf, spurred the research work. Active advertising of each new product increased the popularity of the company's products. The development of a related product segment - household insulating tapes - made it possible to firmly strengthen the company's position. Despite the uniqueness of the goods, Troplowitz sought to reach the broad masses, so he always kept prices at an affordable level. Thus, the strong entrepreneurial nature and inventive talent of the owner gradually promoted the Beiersdorf company to success.
The birth of the Nivea brand
Troplowitz had the incredible instincts and foresight of a big businessman, so he was in no hurry to stop there. In addition to the successful development of the “plasters” project, he devoted a lot of effort to the development of the cosmetics industry. The attention of consumers was attracted by skin and oral care products. Labello lipstick was in high demand.
In 1911, Troplowitz made another acquisition - the Hegeler & Branings factory. The new facilities were intended for the introduction of dermatological developments into production. Shortly before this, Isaac Livshits made the revolutionary discovery of a homogeneous emulsion mixture called Eucerite. Troplowitz quickly realized how to profitably use this unique invention at that time. The discovery provided new horizons in cosmetology. The company's leading pharmacists worked on developing a cream based on Eucerite.
The first unique product turned out to be white like snow, so it was named Nivea (from the Latin nivius - snow-white). Numerous studies have confirmed the high quality of the product. The cream helped retain moisture in the skin, maintaining its elasticity. Thanks to the proven formula, the product remained fresh for a long time, preventing the proliferation of microorganisms.
The cream has made a real revolution in cosmetology. The original packaging that was provided with the new product emphasized the importance of the product. An inconvenient bottle in the Art Nouveau style, in tune with the times, soon turned into a tin jar painted yellow. The addition of an interesting floral ornament and ornate inscription enhanced the impression. The design largely repeated the image of women of those years, so the ladies found it attractive and alluring.
Active advertising contributed to the rapid distribution of the product. The poster by fashion artist Hans Rudi Erdt won the hearts of ladies, conveying the incredible femininity and fragility valued at that time. The popularity of Nivea cream has exceeded all expectations. The availability and versatility of the product allowed it to become a consumer product.
Success line
Over the 2 years of its existence, the cream has broken all popularity records. The Nivea brand quickly entered the world market: by 1914, it had entered 14 countries. The cream was most popular, but Beiersdorf did not stop developing new products and improving existing ones. Soap, powder, hair products and much more quickly gained customer recognition.
The scale of production quickly increased following the growing popularity. More than 40% of products were produced abroad. At the Beiersdorf enterprises by the beginning of the 30s. About 1.5 million people were already working. The product line expanded rapidly: sunscreen, shampoos, tonics - most of the company's products were innovative. The appearance of cosmetics intended for men was a fresh trend that allowed the company to cross the threshold of mass production.
Nivea advertising campaigns attracted more and more attention. Over time, the direction of “influence” changed. It was no longer languid, graceful ladies who looked from the posters, but simple emancipated women and even men. Advertising was not limited to the usual means; unheard-of things were used - animated videos, demonstration models, calendars.
Since the 30s. The company has set a course for “family values.” The products were actively positioned as universal, suitable for all family members. This idea helped to survive the difficult war years. Nivea maintained neutrality from Nazi beliefs as best it could. The company was in dire straits, but managed to survive and quickly get back on its feet.
After the war, Nivea set its sights on promoting an active lifestyle. Travel and sports have become an integral part of advertising ideas. Individual attitude towards representatives of different countries has allowed the brand to firmly establish itself on shelves around the world.
Resistance to competition
Since the beginning of the 70s. The mentality of the average buyer is changing noticeably; the improvement of retail networks entails a sudden increase in competition. To maintain consumer demand, Nivea is actively:
- expands the range;
- promotes reasonable pricing policy;
- focuses on quality, efficiency, and versatility of products;
- supports environmental protection.
Since its founding, Nivea has been beyond competition due to the uniqueness and availability of its products. The brand has been presenting a “timeless” cream for many years. Nivea products are considered the most recognizable cosmetics in the world. Not a single brand of similar products can boast such a wide range of universal products or the widest reach of the consumer audience.
Modern Nivea
Today Nivea is one of the most famous brands in the world. The brand produces many different products, among which everyone will find something for themselves. The company's products are sold in more than 150 countries. People trust the brand. Constant developments have allowed Nivea to maintain an impeccable reputation for quality products for more than 100 years.
Modern Nivea has grown into a transnational corporation producing cosmetic products around the world. The company's sales volume exceeds 6.6 billion euros, net profit is 671 million euros, and the number of employees is more than 17.5 thousand people. Strengthening the sales position by 1.3% indicates the right course of development, the stability of the situation even in difficult economic conditions.
In Russia, Nivea is one of the 20 “favorite” brands. The most popular products are those intended for the body, hair, and the men's series. High sales figures in the region confirm the company's strong position. Today, Beiersdorf's sphere of influence in Russia is servicing the sales market, but the company intends to organize production of products in the country in the near future. Sales growth of 15% represents the prospect of developing sales opportunities for Nivea, in contrast to the oversaturated markets of Europe.
Useful videos
Raffle at the airport from Nivea.
NIVEA is a trademark owned by the German company Beiersdorf AG.
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.
