* For banks, enterprise value is substituted with market cap. Source: Bloomberg Finance L.P.
Nivea appears in the following brand league tables:
Rank 182 in the
Global 500 2013.
Rank 4 in the Top 50 Cosmetics Brands 2013.
Rank 14 in the Germany 50 2013.
Rank 172 in the Global 500 2012.
Rank 5 in the Top 50 Cosmetics Brands 2012.
Rank 13 in the Germany 30 2012.
Rank 12 in the Germany 30 2011.
Rank 5 in the Top 50 Cosmetics Brands 2011.
Rank 145 in the Global 500 2011.
Rank 251 in the Global 500 2010.
Rank 281 in the Global 500 2009.
Rank 318 in the Global 500 2008.
Rank 241 in the Global 250 2007.
2013 brand performance*
* Figures taken on 31st December 2012.
2012 brand performance*
* Figures taken on 31st December 2011.
2011 brand performance*
* Figures taken on 31st December 2010.
2010 brand performance*
* Figures taken on 31st December 2009.
Brandirectory user rating*
* Average values from a total of 3 votes.
Today, consumers especially recognise the traditional NIVEA Creme for its blue tin. However, looking back to the beginnings of the NIVEA brand in 1911, the creme was originally packaged in a yellow tin until, in 1925, the blue tin with its everlasting contemporary design was introduced. Dr. Oscar Troplowitz, who acquired Beiersdorf from its founder Paul C. Beiersdorf in 1890, gave the newly developed white cream the name ‘NIVEA’, derived from the Latin adjective ‘niveus/nivea/niveum’, meaning ‘snow white’. Over the decades, both its scent and texture remained largely the same which is certainly one of the various success factors of the brand. Within the 1920s, NIVEA launched its first big advertising campaign in Germany, starring three young brothers that incorporated all brand elements NIVEA wanted to communicate to its customers: healthy, cheeky and fresh-looking faces. The campaign became a huge hit in 1924 and the NIVEA Boys were soon joined by the NIVEA Girls. In the 1930s, another action to increase brand awareness among consumers has been launched in Germany: The NIVEA Ball. Originally created as a 3D version of the traditional blue NIVEA Creme tin, the ball was designed to help people make the most of their leisure time outdoors. During the 1950s and 1960s, the blue ball started to take off and became a must-have holiday accessory when people started to spend their money on beach holidays during the post-war period. Over the last 40 years, NIVEA produced over 20 million NIVEA Balls for people around the globe, making it an active international brand ambassador.