The history of the brand originates from the sensational discovery of the first water-oil emulsifier, eurycite. Its appearance allowed to create a moisturizing emulsion on a water-oil basis. Then in 1911 the pharmacist Isaac Lifschet, on the order of the head of the company “Byersdorf” Oskar Troplovich started to create a skin cream based on a new emulsion. The businessman bought back the company created in Hamburg in 1890 from its founder, Karl Byersdorf.
By that time, Troplovich had been promoting cosmetic products, as well as adhesive tapes, patches for several years. Even today, “Byersdorf” is one of the world leaders in this direction. And Lifshets worked on the emulsifier for many years. Previously, cosmetics were based on animal or vegetable fats. But this reduced the service life of the products due to the fast deterioration of the substrate. And thanks to the emulsifier, it was possible to mix water and oil, obtaining an emulsion. The name eurycite literally means “fine wax”.
In the same year 1911, the first moisturizing cream appeared, which could affect the skin for a long time. The new product was named “Nivea”, from the Latin word “nivius” (white). The first bank of the new cream was decorated in the style of Art Nouveau, fashionable at the time. The design was in harmony with the female image of the beginning of the century – airy, fragile and refined. The first advertisement in support of the new cream was held in 1912. It was a poster “Portrait of a Woman with the Stars”, made by the German artist Hans Erdt.
космети With the advent of the First World War, cosmetics were not in high demand, because they were considered luxury items. But Byersdorf managed to use and promote its new product. Military times brought women to factories, the ideal of beauty began to change. Beautiful and pale lady aristocrat was replaced by an active and healthy woman. But in Germany there was a difficult economic situation. A high level of inflation led to the fact that by the end of 1923 a jar of NIVEA cream cost as much as 100 billion marks!
In the turbulent 1920s, the whole society was rapidly changing. Life became much more dynamic, radio and telegraph appeared. The former image of the brand ceased to correspond to the new trends. Therefore, in 1924, it was decided to update the original image. The former graceful font and bizarre image were replaced by a laconic blue jar with the inscription “NIVEA Creme”. In the history of the trade mark, these changes have become the most radical. And advertising relied now on a different, the cream was presented as a universal tool for the whole family.
In the 1930s, the brand quickly acquired the image of a skin remedy that helps cope with the adverse effects of the environment. At the same time, “Byersdorf” launches a special tanning lotion, which helps and take care of the skin, and get its beautiful color. In the 1930s, Bayersdorf began publishing a weather calendar from NIVEA for the next two weeks.
This marketing step helped to link the brand name with its all-weather use. In that decade, NIVEA products such as shampoo, powder and shaving kerm appeared on the market. And in the center of the producer’s attention is still beauty and skin care. On the jars of the cream appears the inscription “For home and sports.”
During the Second World War, NIVEA’s advertising campaign fell on the shoulders of Ellie Heiss-Knapp. She was able to separate the image of the cosmetic brand from the prevailing Nazi ideology in the country. On advertising there are girls in sportswear and with short haircuts. This was relevant for a period of deprivation and suffering. The advertisers compared the blue-and-white colors of NIVEA with sunlight and fresh air. Since then, the blue and white gamma has become a constant presence in brand advertising.
Hatred of fascist Germany led to the fact that its opponents, as well as simply other countries, arbitrarily began to produce products under the brand NIVEA. After the end of the war, the manufacturer began to fight ruthlessly with this, having completed the restoration of his rights only in 1997.Elli Hayes Knapp herself promoted the brand from 1934 and throughout the war. And after that she became the wife of the first president of Germany, Theodore Heise.
And again after the World War, people began to live expecting something better. There was optimism and interest in life in the society. People began to gradually grow rich, began to travel, relax in the fresh air. The fashion again entered femininity. In those days NIVEA Crème was an ideal tool not only for skin care at home, but also outside it. In the 1950s, the cosmetic brand became known in other countries of the world. The name NIVEA unites many cosmetic products for skin care.
In the next decade, income growth continues, it is generally available to rest on the beach or in the mountains. The advertising of NIVEA is also changing, which now differently understands freedom. Now more and more images of happy families on the beach or young people engaged in active recreation are used. NIVEA is positioned as the best means of protecting the skin from the negative effects of sun, wind and cold.
In the 1960s, a beautiful tan became a symbol of a healthy lifestyle. The appearance of anti-sun agents in the brand assortment only strengthens the image of the brand as an assistant in skin care. The general interest in sports and the growth of the popularity of sports goods led to the appearance in the advertisement of NIVEA of a big blue ball, which became a symbol of the company all over the world.
In the 1970s, people’s preferences and habits for shopping changed. Become fashionable large shopping centers and retail chains. In these years, “Byersdorf” launches a new advertising company that shows the highest efficiency and quality of the NIVEA brand. Rollers explained to people that a universal cream can be used at any time of the day and year, for protection or moisturizing.
This advertising contrasted the wide possibilities of the cream with a number of special expensive means. It was important that the product consisted exclusively of natural ingredients. But in those days society worried about the state of the environment, the “green” movements became popular.
In 1982, “Byersdorf” celebrated its centennial. By that time, it already had its own international branches, and NIVEA was originally an international trademark. But the sale was still initially aimed at the domestic market, which was reflected in the marketing policy. The 1980s are the years of globalization of the world economy. At this time people increasingly appreciate the individual approach.
NIVEA, in response to new requirements, opens up new product lines while preserving its main advantages. Mark is loved for her high quality and reasonable prices. The assortment has considerably expanded, now it became possible to purchase cosmetics from NIVEA for different types of skin, hair, with different levels of protection from the sun.
In the 1990s, people returned to family values again. What NIVEA advocates is again becoming fashionable. The brand reaches important heights in the international market, becoming one of the main in the segment of skin care. In these years, the range of decorative cosmetics, as well as skin care products. In a series of NIVEA Visage comes out such an innovative face care product, like cream Q10 with coenzyme.
Today new brand products are being developed in the special research center of the company “Byersdorf”, where more than 150 employees work in the field of dermatology, chemistry and pharmacology. The trade mark represents a set of means on leaving not only behind a skin, but also behind hair, means for a bath and a shower. NIVEA offers cream not only to women, but also to men and children. It is no accident that the brand’s products are sold in 150 countries. And although over 100 years of the company’s existence it underwent numerous metamorphoses, one thing remained unchanged – soft skin care.