Nivea is a global skin- and body-care brand that is owned by the German
Germany , officially the Federal Republic of Germany , is a federal parliamentary republic in Europe. The country consists of 16 states while the capital and largest city is Berlin. Germany covers an area of 357,021 km2 and has a largely temperate seasonal climate...

 company Beiersdorf
Beiersdorf AG is a multinational corporation based in Hamburg, Germany, manufacturing personal care products. Its brands include Elastoplast, Eucerin , Labello, and Nivea....

. The company was founded on March 28 1882 by pharmacist Carl Paul Beiersdorf. In 1900, the new owner Oskar Troplowitz
Oscar Troplowitz
Oscar Troplowitz was a German pharmacist and entrepreneur who purchased Beiersdorf AG, which was then a laboratory and chemist's shop in Hamburg from Paul Carl Beiersdorf in 1890...

 developed a water-in-oil emulsion
An emulsion is a mixture of two or more liquids that are normally immiscible . Emulsions are part of a more general class of two-phase systems of matter called colloids. Although the terms colloid and emulsion are sometimes used interchangeably, emulsion is used when both the dispersed and the...

 as a skin cream with Eucerit
Eucerit is a chemical substance of natural origin , and a main ingredient of the popular cosmetic cream Nivea. Nivea, Eucerit and Eucerin are registered trademarks of company Beiersdorf....

, the first stable emulsion of its kind. This was the basis for Eucerin and later, Nivea. Nivea comes from the Latin
Latin is an Italic language originally spoken in Latium and Ancient Rome. It, along with most European languages, is a descendant of the ancient Proto-Indo-European language. Although it is considered a dead language, a number of scholars and members of the Christian clergy speak it fluently, and...

 word niveus/nivea/niveum, meaning 'snow-white'.

During the 1930s, Beiersdorf began producing products such as tanning oil
Tanning oil
Tanning oil can refer to two types of skin products.* Indoor tanning lotion refers to oils and lotions that enhance tanning in a tanning bed or outdoors. They do not contain any SPF....

s, shaving cream
Shaving cream
Shaving cream is a substance that is applied to the face or wherever else hair grows, to provide lubrication and avoid razor burn during shaving. Shaving cream is often bought in a spray can, but can also be purchased in tubs or tubes. Shaving cream in a can is commonly dispensed as a foam or a gel...

s, shampoo and facial toners
Toner (skin care)
In cosmetics, skin toner or simply toner refers to a lotion or wash designed to cleanse the skin and shrink the appearance of pores, usually used on the face. Toners can be applied to the skin in different ways:* On damp cotton wool...

. The trademark "Nivea" was expropriated in many countries following World War II
World War II
World War II, or the Second World War , was a global conflict lasting from 1939 to 1945, involving most of the world's nations—including all of the great powers—eventually forming two opposing military alliances: the Allies and the Axis...

. Beiersdorf completed buying back the confiscated trademark rights in 1997. During the 1980s, the Nivea brand expanded into a wider global market.

Nineteenth century

1882: Pharmacist Carl Paul Beiersdorf establishes the company on March 28.
The Nivea originated company in Romania
Romania is a country located at the crossroads of Central and Southeastern Europe, on the Lower Danube, within and outside the Carpathian arch, bordering on the Black Sea...

 and was bought by German investors. The date of the patent
A patent is a form of intellectual property. It consists of a set of exclusive rights granted by a sovereign state to an inventor or their assignee for a limited period of time in exchange for the public disclosure of an invention....

 document for the manufacture of medical plasters is taken as the date of the company’s formation.

Carl Paul Beiersdorf produces gutta-percha
Gutta-percha is a genus of tropical trees native to Southeast Asia and northern Australasia, from Taiwan south to the Malay Peninsula and east to the Solomon Islands. The same term is used to refer to an inelastic natural latex produced from the sap of these trees, particularly from the species...

 plasters in his laboratory on the basis of his patent, laying the foundations for modern plaster technology.

1890: Pharmacist Dr. Oskar Troplowitz (born in 1863 in Gliwice in Poland) takes over the company.

1892: The first international cooperation agreement is concluded with US trading company Lehn & Fink for the USA.

1900: Patent application for Eucerit
Eucerit is a chemical substance of natural origin , and a main ingredient of the popular cosmetic cream Nivea. Nivea, Eucerit and Eucerin are registered trademarks of company Beiersdorf....

, an emulsifying agent. Eucerit is the basis for Eucerin and, later on, for Nivea Creme.

Before World War I

1906: The first overseas branch is established in London
London is the capital city of :England and the :United Kingdom, the largest metropolitan area in the United Kingdom, and the largest urban zone in the European Union by most measures. Located on the River Thames, London has been a major settlement for two millennia, its history going back to its...


1909: Labello
Labello is a century-old brand of lip balm stick. It is produced by Beiersdorf AG in Germany and Austria. The labello lip care sticks are also sold under the name Labello Nivea, Liposan and Nivea Lip Care...

 is launched on the market. It is the first lip care product in sliding tube packaging. The term Labello is derived from Latin for "beautiful lip" (labeo = lip; bello = beautiful).

1911: Nivea Creme – the first stable water-in-oil emulsifier – is introduced. The emulsifying agent Eucerit is made from lanolin
Lanolin , also called Adeps Lanae, wool wax or wool grease, is a yellow waxy substance secreted by the sebaceous glands of wool-bearing animals. Most lanolin used by humans comes from domestic sheep...

, found in sheep's wool, and is the key to Nivea Creme's unique properties.

It is said that the main ingredient of Helena Rubinstein (HR) product also comprises sheep's wool in Australia.

1918: The deaths of Oskar Troplowitz and his partner Otto Hanns Mankiewicz result in the formation of a stock corporation (limited company) on June 1, 1922.

Between the wars

1922: Willy Jacobsohn takes over as Chairman of the Executive Board of the newly formed stock corporation. The first self-adhesive plaster is introduced under the name Hansaplast.

In 1924, Nivea remodeled its cream in a blue tin
Tin box
A tin box, or tin for short, is a metal container with a re-closeable lid. Despite its name, a tin box seldom involves more tin than a thin plated layer whose purpose is to inhibit corrosion.-Construction:...

 with a white logo.

1925: Nivea is relaunched in blue packaging.

1929: Beiersdorf shares are listed on the Hamburg
-History:The first historic name for the city was, according to Claudius Ptolemy's reports, Treva.But the city takes its modern name, Hamburg, from the first permanent building on the site, a castle whose construction was ordered by the Emperor Charlemagne in AD 808...

 stock exchange for the first time. Over 20 production sites worldwide are already in operation.

1933: Under the pressure of National Socialist
Nazism, the common short form name of National Socialism was the ideology and practice of the Nazi Party and of Nazi Germany...

 propaganda, the Jewish members of the Executive Board step down. Willy Jacobsohn, the former Chairman of the Executive Board, heads the foreign affiliates from Amsterdam until 1938.

By adopting a policy of "honorable tactics", the Beiersdorf Executive Board, under the leadership of Carl Claussen, steers the company through the Nazi period. Although Beiersdorf retains its own business culture, it must still cooperate with the regime.

1936: Tesa is introduced as the umbrella brand for self-adhesive technology. The first innovative product is its transparent adhesive film, later known worldwide under the name tesafilm.

After World War II

1945: At the end of the Second World War, a majority of the Hamburg production plants and administrative buildings have been destroyed through Allied bombing
Bombing of Hamburg in World War II
The Allied bombing of Hamburg during World War II included numerous strategic bombing missions and diversion/nuisance raids. As a large port and industrial center, Hamburg's shipyards, U-boat pens, and the Hamburg-Harburg area oil refineries were attacked throughout the war...


1945-1949: Most of the affiliates and the international trademarks in almost all countries, in particular in the USA, UK and the Commonwealth, and France, are lost. The Beiersdorf company begins to regain its trademarks again.
  • During World War II, the marketing manager Elly Heuss-Knapp distanced the brand from Nazi
    Nazism, the common short form name of National Socialism was the ideology and practice of the Nazi Party and of Nazi Germany...

     ideology. In 1949 she became the First Lady of Germany
    First Lady of Germany
    This is a list of spouses of the President of Germany and Chancellor.- Weimar Republic and Third Reich :-Federal Republic of Germany :-Weimar Republic :-Third Reich :-Federal Republic :...

     as wife to Theodor Heuss
    Theodor Heuss
    Theodor Heuss was a liberal German politician who served as the first President of the Federal Republic of Germany after World War II from 1949 to 1959...


1950: ph5 Eucerin is launched on the market. This innovative ointment focuses on the importance of the skin’s own natural protective acid barrier in maintaining good skin health.

1951: The first deodorizing soap is introduced under the name of 8x4. The brand is extended into a product family during the 1950s and 1960s. Later that year Biersdorf was caught having an affair.

1955: Beiersdorf launches a protective hand cream on the market under the name of atrix.

In 1956, a customer claimed that using a Nivea product had dissolved his/her hair and caused it to fall out. The claims were dismissed within weeks.

1963: Nivea milk – liquid Nivea Creme in the form of a water-in-oil emulsion – is introduced "for all-over body care".

1974: Beiersdorf diversifies its business and introduces a divisional structure. At this time, the divisions are cosmed, medical, pharma and tesa.

1982: Start of steady expansion of Nivea as a brand for skin and body care through a large number of subbrands with an international focus. Introduction of Nivea Gesicht (face) in Germany, Austria and Switzerland.

1989: Change of strategy: Start of the implementation of a strategic reorientation process focusing on the core competencies of skin care, wound care and adhesive technology.

1990: Acquisition of the Juvena brand, developed by the Divapharma pharmaceutical laboratory, founded in 1945 in Zurich.

1991: Acquisition of the la prairie brand. The company originated in the famous La Prairie clinic in Montreux, Switzerland.

1992: Launch of Nivea's Blue Harmony advertising campaign, which is still running today.

1995: Acquisition of the Futuro brand. The company was founded in Ohio, USA in 1917 by Georg Jung, a German, and produced bandages right from the start. The "Futuro" brand with its black and yellow packaging was born in 1936.

1999: The company's strategy is streamlined further to focus on a small number of strong consumer brands. Professional wound care and self-adhesive technology are given the opportunity to introduce their own organizational structures

Twenty-first century

2001: The new strategy enables tesa to become an independent affiliate. Tesa AG is formed as a wholly owned affiliate of Beiersdorf, enabling it to react more flexibly to consumers and industrial customers.

Professional wound care is spun off in line with the new strategy and contributed to a joint venture between Beiersdorf and Smith & Nephew. BSN medical, domiciled in Hamburg, is founded.

2002: Florena becomes a wholly owned Beiersdorf subsidiary. The cooperation dates back to 1989, and was intensified following the reunification of Germany.

2003: A new functional group organization focusing on the areas of brands, supply chain management, finance and human resources replaces the previous divisional organization

2004: The new skin research center opens in Hamburg, underscoring the innovative strength of the globally successful Beiersdorf group.

2008: Nivea launches their new product, the Nivea lip care.

2008: Nivea begins to sponsor the Times Square New Years Ball Drop
Times Square Ball
The Times Square Ball is a time ball dropped each year during the New Year’s Eve celebration in Times Square, Manhattan, New York City. The ball is made by Waterford Crystal and electric lights is raised to the top of a pole on the One Times Square building at 6:00 pm and then lowered to mark the...

 starting with the December 31, 2008 event.

2010: Nivea launches its new product, Nivea Happiness Sensation, featuring the song "Touch
Touch (Natasha Bedingfield song)
"Touch" is a song performed by British singer-songwriter Natasha Bedingfield. The song written by Bedingfield, Julian Bunetta and Steve Kipner was released to the U.S. iTunes store on 18 May 2010 as the lead single from her upcoming studio album, Strip Me, which came out in late 2010. The song was...

" by singer-songwrite] Natasha Bedingfield
Natasha Bedingfield
Natasha Anne Bedingfield is a British pop singer and songwriter. Bedingfield debuted in the 1990s as a member of the Christian dance/electronic group The DNA Algorithm with her siblings Daniel Bedingfield and Nikola Rachelle...

 in the commercial.

2011: Nivea celebrates its "100 Years of Skincare" festivities featuring several performances by Barbadian
Barbados is an island country in the Lesser Antilles. It is in length and as much as in width, amounting to . It is situated in the western area of the North Atlantic and 100 kilometres east of the Windward Islands and the Caribbean Sea; therein, it is about east of the islands of Saint...

 singer and actress Rihanna
Robyn Rihanna Fenty , better known as simply Rihanna, is a Barbadian recording artist. Born in Saint Michael, Barbados, Rihanna moved to the United States at the age of 16 to pursue a recording career under the guidance of record producer Evan Rogers...

. Rihanna's song "California King Bed
California King Bed
"California King Bed" is a song performed by Barbadian recording artist Rihanna from her fifth studio album, Loud . The song was released as the album's fifth single on May 13, 2011 through Def Jam. The song was written by Andrew Harr, Jermaine Jackson, Priscilla Renea and Alex Delicata, and was...

" is featured as a part of the "100 Years of Skincare" commercial campaign.

2011: Nivea was fined $900,000 by the U.S. Federal Trade Commission
Federal Trade Commission
The Federal Trade Commission is an independent agency of the United States government, established in 1914 by the Federal Trade Commission Act...

 for falsely claiming that consumers could slim down by regularly applying Nivea My Silhouette! cream to their skin.

2011: Nivea publishes a world map on its web site that omits Israel; Simon Wiesenthal Center protests.


Actresses and models featured in Nivea marketing include:
Consuelo Adler Jazmín Alcorta Hartje Andersen Olivia Asiedu-Poku Tahnee Atkinson
Tahnee Atkinson
Tahnee Atkinson is an Australian model, best known for winning fifth cycle of Australia's Next Top Model.-Australia's Next Top Model:...

 Lorena Ayala
Lorena Ayala
Lorena Ayala is a Spanish and Dutch model. Her father, Gerald, is Dutch and her mother is Spanish....

 Karina Bacon Sanda Bajic Luísa Beirão
Luísa Beirão
Luísa Beirão is a Portuguese model. She was a spokesmodel of Nivea and Coca-Cola in Portugal. Luísa married Portuguese football player Miguel Pedrosa in June 1999.-References:...

 Christine Beutmann Lavinia Birladeanu Suzanne Black Sophie Boesen Ambre Boukebza Gisele Bündchen
Gisele Bündchen
Gisele Caroline Bündchen is a Brazilian fashion model, occasional film actress and goodwill ambassador for the UN Environment Programme.In the late 1990s, Bündchen became one of the first in a wave of Brazilian models to find success...

 Ivon Cablewski Iulia Carstea Aleck Chavat Helen Clay Georgina Cooper Charlott Cordes
Charlott Cordes
Charlott Cordes FMD - profile of Charlott Cordes is a German fashion model from Hamburg, Germany. She was co-winner of the Elite Model Look 2003 in Germany. Cordes placed among the top five at the international final of the contest in Singapore...

 Marta Csillik Mara Darmousli
Mara Darmousli
Mara Darmousli, in Greek: Μάρα Δαρμουσλή, is a Greek fashion model.She has appeared in many international fashion events and magazines, her face appearing on the covers of such magazines as Vogue, Marie Claire and Bazaar...

  Sarah de Sage Annelies de Weert Michelle Donovan Ana Drezgic Janelle Fishman Anne Flore Trichilo Tassara Fonseca Franziska Frank Carol Gerland Rachelle Goulding Christobelle Grierson-Ryrie
Christobelle Grierson-Ryrie
Christobelle Grierson-Ryrie, is a New Zealand fashion model who won New Zealand's Next Top Model, Cycle 1 on 5 June 2009.-Early life:...

 Anna Groth Natasa Grujicic Sarah Grünewald Kara Hamilton Ana Hickmann
Ana Hickmann
Ana Lúcia Hickmann is a German Brazilian model who has worked for Victoria's Secret, Nivea, L'Oreal, Clairol, and Bloomingdales...

 Elli Hollands Pernille Holmboe
Pernille Holmboe
- External links :* * * – interview in the Norvegian Magazine Henne...

 Sarah Honne Amélie Honore Vanessa Incontrada Marisa Jara Amanda Johnson Ina Kiesel Jennifer Koelfgen Monika Król Estelle Lefébure
Estelle Lefébure
Estelle Lefébure is a French actress and model. She was one of the top fashion models in the 1980s and 1990s. During her marriage with singer David Hallyday, she was known professionally as Estelle Hallyday....

 Vicky Lenton Ruza Madarevic Gerda-Marie Maré Clara Mas Susie Mashford Jana Mikuteit Susan Miner Lea Moratille Nomin-Erdene.Ts Karen Mulder
Karen Mulder
Karen Mulder is a Dutch former model and singer. During the 90s, she had a successful modeling career and was recognized as a world-class "supermodel" by various media...

 Aline Nakashima
Aline Nakashima
Aline Nakashima is a Brazilian model who was discovered at a modeling tryout in Brazil at the age of 17. She made two appearances in the Sports Illustrated Swimsuit Edition, in 2006 and 2007...

 Katia Oleg Peneva Olga Otrokhova Sophie Patitz Monica Pedro Anne-Lise Prat Esther Prat Jovana Prosenik Maggie Quigley Kristell Renat Hunter Reno Johanna Rhodes Rihanna
Robyn Rihanna Fenty , better known as simply Rihanna, is a Barbadian recording artist. Born in Saint Michael, Barbados, Rihanna moved to the United States at the age of 16 to pursue a recording career under the guidance of record producer Evan Rogers...

 Jussara Ap. Rodrigues Medeiros Susanne Schöneborn Larissa Schweiger Clarence Seedorf
Clarence Seedorf
Clarence Clyde Seedorf OON is a Dutch footballer who currently plays as an attacking midfielder for Serie A club Milan. Seedorf is the first player to have won the Champions League with three different clubs - Ajax in 1995, Real Madrid in 1998 and Milan in 2003 and 2007...

 Jane Seymour
Jane Seymour (actress)
Jane Seymour, OBE is an English actress best known for her performances in the James Bond film Live and Let Die , East of Eden , Onassis: The Richest Man in the World , and the American television series Dr. Quinn, Medicine Woman...

 Ingrid Seynhaeve
Ingrid Seynhaeve
Ingrid Seynhaeve is a Belgian model. In 1991, she won the Elite Look of the Year contest. Since then, she has appeared in advertisements for Guess?, Ralph Lauren, and Saks Fifth Avenue, in catalogs for Victoria's Secret, and on the covers of Elle, Amica, and Shape...

 Britta Siegmann Gordana Simunovic Kim Smith Martina Smukova Chiara Soru Kristina Svensson Cristina Teva Cecilie Thomsen
Cecilie Thomsen
Cecilie Thomsen is a Danish actress and model.She is internationally best known for playing professor Inga Bergstrom opposite Pierce Brosnan in the 1997 James Bond movie Tomorrow Never Dies....

 Camilla Thorsson Anna Tokarska Sara Tun Daniela Urzi
Daniela Urzi
Daniela Urzi is a fashion model from Argentina. She has appeared in fashion campaigns for Armani Jeans, the Giorgio Armani collection, Roberto Cavalli, Burberry, and John Richmond, and has done catalog work for Victoria's Secret. Her magazine covers include international editions of Vogue and...

 Martina Valková Ivana Vancova Veronika Vařeková
Veronika Vareková
Veronika Vařeková is a Czech model. Her name in the English language press is often given as Veronica Varekova.A native of Olomouc, Czech Republic, Veronica moved to New York City at the age of 19 to attend the Parsons School of Design...

 Erica Vilardi Aleksandra Vukovic Anne Wis Tarina Young Tatiana Zavialova Inna Zobova
Inna Zobova
Inna Zobova is a Russian model, actress, and former beauty pageant titleholder. She was crowned the Miss Russia 1994.-Background:...

 Katia Zygouli
Katia Zygouli
Ekaterini Zygouli , born July 4, 1978, is a Greek fashion model and occasional actress.-Career:Zygouli is considered as one of the highest-paid Greek models...

External links

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