Nivea. Famous iconic brand

The story of the iconic Nivea brand is one of solid success. Few brands can boast of such a history of formation.

Today, Nivea is such a well-known and familiar brand that residents of many countries (160 countries of the world!) mistakenly believe that Nivea is a domestic brand.

By the way, Nivea ranks fifth among the largest German companies in terms of value (as of 2005). In 2002, Interbrand valued Nivea at $2 billion. Only such world-famous companies as Mercedes-benz, BMW, Volkswagen and SAP (SAP is a German software company) are ahead of it.

But Nivea only produces cosmetic products.

How did Nivea manage to achieve such amazing results?

The basis of the brand's popularity was laid back in 1911, when skin care cream was invented for the first time in the history of mankind in Hamburg. Prior to this, efforts had been repeatedly made to create such a cream, but all other creams that existed at that time, consisting of animal and vegetable fats, did not fulfill their immediate functions. So the Nivea cream, which, by the way, took 20 years to develop, was an innovator and immediately became a real sensation. Still, it was this cream, which was based on water and vegetable oil, that really created a feeling of freshness.

Another important reason for the rapid spread and popularization of Nivea cream was the fact that the price of this product was low enough that not only rich people and the elite, but also women from all other social strata of society could use this cream.

In addition, the time was also successful when Nivea cream appeared on the market. This happened at the beginning of the 20th century, when advertising began to develop actively, when cinema and other novelties of technological progress appeared in people's lives, the world developed and a special image of female beauty began to emerge in the minds of people. It was at this time that women began to pay more attention to their clothes and appearance, and, of course, skin care cream turned out to be a very timely novelty.

Well, and, no doubt, the very name of the cream was successful - Nivea, which means "snow" in Latin. In advertising for Nivea cream, cleanliness was already emphasized as one of the unique features of the product (“Nivea cream makes the skin not only beautiful, but also clean”). Even the symbolism was chosen accordingly - a combination of blue and white colors, which to this day are immediately recognizable.

By the way, another fact in favor of the brand's popularity was the faithful adherence to traditions. Of course, now Nivea produces not only facial skin care cream, but also hand and body skin care creams, as well as soaps, deodorants, makeup bases (Nivea Visage) and more, including individual projects - Nivea for Man and Nivea baby. But all the time, starting from the moment of its appearance on the market, the blue and white symbolism of Nivea remains unchanged and therefore is easily recognizable, so even for many women Nivea has become one of the indispensable attributes of everyday life (hence the perception of the brand as near and dear) .

So to this day, the company's products are in demand in almost all countries of the world, and the Nivea brand is not only one of the most famous, but also has an impeccable reputation (as the advertisement says: "clean, like freshly fallen snow").

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