Nivea ( pronounced [ni've: a:] ) is a private German brand care who specialize in body treatments. Owned by Hamburg-based company Beiersdorf Global AG. The company was founded on March 28, 1882, by Paul Carl Beiersdorf. In 1890, it was sold to Oscar Troplowitz. Troplowitz works with his consultant Paul Gerson Unna and German chemist Isaac LifschÃÆ'¼tz, developing a new skin care cream. In 1900, LifschÃÆ'¼tz developed an oil-in-oil emulsion with Eucerit, the first stable emulsion. This is the origin of Eucerin. Nivea comes from the Latin niveus , which means "snow-white".
During the 1930s, Beiersdorf began producing various types of products such as tanning oil, shaving cream, shampoo and facial and toner cleansers. The trademark "Nivea" was taken over in many countries due to World War II. The rights of the confiscated trademarks were completely bought back by Beiersdorf. During the 1980s, the Nivea brand grew into a wider global market.
Video Nivea
History
Timeline
Before World War I
1882: Apothecary Paul Carl Beiersdorf founded the company on 28 March. Nivea is from Germany. The date of the patent document for the manufacture of medical plaster is taken as the date of establishment of the company.
Beiersdorf manufactures gutta percha plaster in his laboratory on the basis of his patent, laying the foundation for modern plaster technology.
- 1890: Apoteker Oskar Troplowitz (born 1863 in Prussian City of Gleiwitz - now Gliwice, Poland) takes over the company.
- 1893: First international cooperation agreement agreed with US trading company Lehn & amp; Fink for US.
- 1900: Patent application for Eucerit, emulsifying agent. Eucerit is the basis for Eucerin and, later, for Nivea Creme.
- 1906: The first overseas branch was established in London.
- 1909: Labello is launched in the market. This is the first lip care product in sliding tube packaging. The term Labello comes from Latin for "beautiful lips" (labeo = lips; bello = beautiful).
- 1911: Nivea Creme - the first stable water-in-oil emulsion - was introduced. The Euceritic emulsifying agent is made of lanolin, found in sheep's wool, and is the key to Nivea Creme's unique properties.
- 1918: Death of Oskar Troplowitz and his partner Otto Hanns Mankiewicz resulted in the formation of a stock company (limited company) on June 1, 1922.
Between the war
- 1922: Willy Jacobsohn takes over as Chairman of the Executive Board of a newly formed stock company. The first self-adhesive tape was introduced under the name Hansaplast.
- In 1925, Nivea overhauled her cream with a blue tin with a white logo.
- 1925: Nivea is relaunched in blue packaging.
- 1928: Beiersdorf shares listed on the Hamburg stock exchange for the first time. More than 20 production sites worldwide are in operation.
- 1933: Under the pressure of National Socialist propaganda, the Jewish members of the Executive Council resign. Willy Jacobsohn, former Chair of the Executive Board, headed the foreign affiliates from Amsterdam until 1938.
By adopting a policy of "respectable tactics", Beiersdorf's Executive Council, led by Carl Claussen, steered the company through the Nazi period. Although Beiersdorf maintains his own business culture, he must continue to cooperate with the regime.
- 1936: tesafilm, an innovative transparent adhesive film, was launched.
- 1941: The test was introduced as an umbrella brand for self-adhesive technology.
World War II and second half of the twentieth century
During World War II: The marketing manager Elly Heuss-Knapp took the brand away from the Nazi ideology. In 1949 he became the wife of Theodor Heuss.
- 1945: By the end of the Second World War, the majority of the Hamburg production plant and administrative building had been destroyed through Allied bombing.
- 1945-1949: Most international affiliates and trademarks in almost all countries, particularly in the US, the UK and the Commonwealth, and France, are missing. The Beiersdorf company is beginning to regain its trademark again.
- 1950: ph5 Eucerin launched in the market. This innovative ointment focuses on the importance of natural skin protective barrier itself in maintaining good skin health.
- 1951: The first odor-removing soap was introduced by the name 8x4. This brand expanded into product families during the 1950s and 1960s.
- 1955: Beiersdorf launches a protective hand cream on the market with the name of the atrix.
- 1963: Nivea Milk, Nivea Creme liquid in the form of water-in-oil emulsion, introduced "for whole body care".
- 1974: Beiersdorf diversifies its business and introduces a divisional structure. At the moment, the divisions are cosmed, medical, pharma and tesa.
- 1982: Starts a stable Nivea expansion as a brand for skin and body care through a large number of subbrands with an international focus. Introduction to Nivea Gesicht (faces) in Germany, Austria and Switzerland.
- 1989: Strategic change: Starts from the implementation of a strategic reorientation process that focuses on core competencies of skin care, wound care and adhesive technology.
- 1990: The Juvena brand acquisition, developed by Divapharma's pharmaceutical laboratory, was founded in 1945 in Zurich.
- 1991: The acquisition of the La Prairie brand, originated from the famous La Prairie clinic in Montreux, Switzerland.
- 1992: Launch of Nivea Blue Harmony advertising campaign. It was placed last time in 2005.
- 1995: Futuro brand acquisition. The company was founded in Ohio, USA in 1917 by Georg Jung, a German, and produces bandages from the beginning. The "Futuro" brand with its black and yellow packaging was born in 1936.
- 1999: Corporate strategy simplified 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 structure.
Twenty-first century
- 2001: The new strategy allows the test to become an independent affiliate. Tesa AG was formed as a wholly owned Beiersdorf affiliate, enabling it to react more flexibly to consumers and industrial customers.
Professional wound care is segregated according to the new strategy and contributes to the joint venture between Beiersdorf and Smith & amp; Nephew. BSN Medical, domiciled in Hamburg, was established.
- 2002: Florena becomes a wholly owned subsidiary of Beiersdorf. This cooperation began in 1989, and intensified after German reunification.
- 2003: A new functional group organization focusing on brand areas, supply chain management, finance and human resources replacing previous divisional organizations
- 2004: The new skin research center opens in Hamburg, underscoring the innovative strength of the globally successful Beiersdorf group.
- 2008: Nivea begins sponsoring New Year's New Year's Ball Ball starting with December 31, 2008, along with Carson Countdown on New Year's Eve with Carson Daly.
- 2010: Nivea launches its new product, Nivea Happiness Sensation, which features the song "Touch" by singer-songwriter Natasha Bedingfield in commercials.
- 2011:
- Nivea celebrates the "100 Years of Skin Care" celebration featuring some performances by Barbadian singer and actress Rihanna. Rihanna's song "California King Bed" is featured as part of a commercial campaign "100 Years of Skin Care".
- Nivea was fined $ 900,000 by the US Federal Trade Commission for falsely claiming that consumers can slim down by regularly applying Nivea My Silhouette! cream for their skin.
- Nivea publishes a world map on its website that ignores Israel; Protest Simon Wiesenthal Center.
Maps Nivea
Criticism
Racism
In August 2010, Nivea published an advertisement that attracted widespread criticism in online and social media as a racist. The ad depicts an African black man dressed in a 'preppy' American style, with short haircuts and a cleanshaven face, apparently holding his own broken head with an untainted afro hairstyle and unmanned facial hair. The slogan reads "Re-cultivate yourself" and the man seems to be vigorously throwing away his so-called uncivilized self. It appears as part of a campaign where other images showing whites do not use the word 'civilized'. The advertisements were criticized as racist against African-Americans, being interpreted as implying that they were uncivilized people. In addition, the "Recruit yourself" ad line tag is given the word as an instruction or command given to a black man; this can be interpreted as a reference to African-American past slavery, and in that ad blacks seem to carry out these instructions. Nivea reacted to racism allegations by withdrawing advertisements and issuing statements claiming to be a violation.
In October 2017, the brand was again criticized as "racist" in a social media storm that received the press worldwide. Allegations related to skin-lightening products advertised in Nigeria, Ghana, Cameroon and Senegal, offer "skin that looks more fair".
References
External links
- Official website
- Nivea history
Source of the article : Wikipedia
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