A STUDY ON THE MARKETING AND ADVERTISING ASPECTS OF NIVEA
HISTORY OF NIVEA.
Professor Paul Dr. Oscar 1911 was the year NIVEA CRÈME was born. In fact, NIVEA CRÈME required the work of three resourceful men: Dr. Oscar, Dr. Isaac and Prof. Paul, not just one for its development. Dr. Oscar had acquired Beiersdorf in Hamburg from its founder Carl Beiersdorf in 1890. After a lot of research, they developed the first stable grease and moisture cream in the world – NIVEA CRÈME. It contained: 1.
A little citric acid
Oil of rose
Lily of the valley to give it a fine perfume.
Dr. Oscar called his crème NIVEA, meaning snow white because of its color. Shortly after its invention the crème was sold in yellow tin. 1920: As early as the Twenties, the NIVEA brand was associated with youth, freshness and leisure in the sun and in nature. They made their advertisements and lively by using young, attractive and fit women tanning herself in the sun. 1930: In 1930, the NIVEA range was expanded with the addition of NIVEA OIL. The skin oil was usually used by sportspeople and for massage. In their advertisements as well they used masculine model athlete which bought about an attractiveness and youth image in the minds of the consumers. The NIVEA product range had expanded considerably – hairdressers, as well as pharmacists and chemists had now been supplied since the mid-twenties. Between 1929 and 1931, NIVEA launched solid brilliantine, shaving cream, shaving soap, facial toner, hair oil and for the first time – NIVEA SHAMPOO. 1940: In the early 1940’s, NIVEA launched its NIVEA MILK. The dual benefits of NIVEA milk which were highlighted and made clear were cleansing the skin and facial massage. 1950: The 50’s was not really an easy time. The rebuilding of Germany, the cold war, demonstration against the atom bomb, the struggle for employment and hard work were all part of reality. In this time, NIVEA made a poster of two very optimistic couple, looking full of confidence, towards a happy future. 1960: NIVEA’s advertising themes of the 60’s particularly reflect the developments of a trend which is still booming now – the travel craze. Growing prosperity made it possible for increasing number of people to travel. The famous NIVEA ball plays the key role of a sport and leisure tool as it ensures good mood. At the end of 60’s, there were a number of changes in the market and trade structure. A number of financially strong companies brought out new brands of cream and differentiated skincare ranges. Therefore, NIVEA started sales in supermarket with a great deal of promotional support. They started challenging advertising campaign to show the supremacy of NIVEA and have a powerful effect on consumers. 1970: The successful advertising campaign of the 70’s had provided Beiersdorf with the crucial basis required extending the NIVEA brand into a new market with new products. A large scale image research study carried out for European countries in 70’s showed that NIVEA enjoyed a high level of trust and was considered an honest brand of high quality. This product range was extended and divided into the following ranges: •
1980: The product range of NIVEA was extended further on in the 1980’s where the new products introduced by them consist of the following products: •
NIVEA SHAVING CARE.
As early as 1980, NIVEA AFTER-SHAVE BALM was developed as an after shave production which no longer irritated the skin after shaving, but even relaxed it. NIVEA Balm was the first balm not to contain irritating alcohol. In 1986, Beiersdorf presented the NIVEA shaving rang in new packaging and under the name NIVEA FOR MEN for the first time. •
NIVEA SOAP / SHOWER / BATH PRODUCTS.
NIVEA CRÈME BATH SHOWER GEL and SOAP in 1980 emphasized the gentle care and high quality...
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