2011 marks the centenary of NIVEA Crème – the cosmetic cream that since 1911 has become a symbol of trusted care for millions of happy customers all around the world.
To celebrate its 100th Anniversary and in recognition of its position as a favorite skincare brand in the Kingdom of Saudi Arabia, NIVEA hosted a series of Centenary events for distributors and VIPs, beginning in Riyadh on September 25, followed by separate male and female events in Jeddah on September 26 and a press event on September 27.
NIVEA first entered the Middle East in the 1950s with Jordan, Syria and Bahrain being the first countries in the region to find the NIVEA products on their shelves. Today NIVEA leads the regional skincare sector in body crèmes and body care categories, demonstrating its continuous success in doing what it does best, which is developing skin care products that are always in tune with the times.
NIVEA’s long and successful history is full of highlights that make it one of the most loved skin care brands in the world – from revolutionary ingredients like the anti-aging Q10 and moisturising Hydra IQ, to pioneering product ranges like NIVEA For Men and quirky marketing successes like the NIVEA blue beach ball and fun collector’s tins, NIVEA has over the past 100 years made its way into the hearts and homes of customers from across the world.
Whether it’s the creamy formula of the original NIVEA Crème, with its unmistakable fragrance, or the silky smoothness of the NIVEA Moisturising Body Lotion, the NIVEA family today contains around 500 skin and beauty care products that are enjoyed by customers in more than 200 countries.
NIVEA Crème – the first stable skin cream based on an oil-and-water emulsion – was born in 1911 and by the early 1920s, the brand was already demonstrating its strength in responding to the changing needs of consumers. For example, in 1922 men began sporting moustaches and NIVEA responded by introducing its first product tailored specifically to the needs of men – the shaving soap.
The twenties was also the decade that brought to light an iconic development in NIVEA’s history – the creation of the blue and white NIVEA logo that made its way onto the first NIVEA Crème tin in 1925. Today, the NIVEA logo is one of the most recognisable super brands in the world, in the same league as brands such as Coca Cola and Google.
In the 1930s NIVEA scientists began studying the effects of the sun’s rays on the skin, resulting in the development of the first NIVEA sunscreen products in 1936 – NIVEA Nut Oil and Ultra Oil. Over the next couple of decades other products were added to the range, such as the Ultra Oil Spray developed in 1958 for a fun-loving outdoorsy generation of consumers.
Other NIVEA products such as NIVEA Milk, developed in 1963, helped make skincare easy for an entire generation. NIVEA Milk’s pioneering formula which consisted of an oil-in-water emulsion was convenient to apply, quickly absorbed and made skin look beautiful and supple in a flash.
By the early 80s, the age of the specialist beauty product had well and truly dawned, with consumers having more than one pot of cream on their bathroom shelves. The NIVEA Visage line for face care was launched in 1982, followed by NIVEA For Men in 1986, NIVEA Hair Care in 1991, and NIVEA Bath Care in 1996.
1998 saw the launch of a face care product incorporating the revolutionary active ingredient Coenzyme Q10, which is found in human skin and possesses strong wrinkle-fighting properties. NIVEA Visage with Q10 became an instant best seller with one product sold around the world every two seconds. NIVEA later introduced the active ingredient in almost all relevant product categories from NIVEA For Men to NIVEA Sun.
The past decade has seen many more chapters written in the NIVEA story – such as the opening of the first NIVEA Haus spa in Hamburg in 2006 followed by two more in Dubai, Berlin and the launch in 2010 of NIVEA Visage Aqua Sensation containing the intelligent moisturising ingredient Hydra IQ (responsible for the creation of new aquaporins, optimising the moisture flow from cell to cell and improving moisture distribution in the deepest layers of the skin.)
In keeping with NIVEA’s constant goal of developing products that reflect current trends in the skin care business, 2011 saw the development of NIVEA Pure & Natural, the first highly-effective NIVEA product range containing natural, organic ingredients.
Yet all through its evolution, the brand has been led by the original NIVEA Crème, which is bought 150 million times by consumers worldwide every year.
Today in 2011 – the brand’s centennial year – NIVEA Crème remains the ‘mother’ of a big brand family that has continued to inspire the confidence and trust of millions of consumers since 1911.