Brand history

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.

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Key people

Thomas-B. Quaas, CEO

Thomas-Bernd Quaas has been serving as Chief Executive Officer of Beiersdorf AG since May 2005. After graduating in Business Administration, he already started his career at Beiersdorf in 1979 where he entered the company as Management Trainee.

Dr. Ulrich Schmidt, CFO

Since January 2011, Dr. Ulrich Schmidt serves as Chief Financial Officer at Beiersdorf AG after succeeding Dr. Bernhard Düttmann. After receiving his doctorate in Business Administration in 1983, he started his professional career at Beiersdorf.

Julia Frankenberger, Senior International Brand Manager

Julia Frankenberger holds the position of Senior International Brand Manager at Beiersdorf AG and has been working for the brand since almost ten years. After starting off in local marketing, she spent two years in Wuhan, China and is now developing the company’s long-term global deodorant focus in line with NIVEA’s overall strategy.