Corporate Sales: $7.3 billion
Beauty Sales: $6 billion
Key Personnel: Stefan F. Heidenreich, chief executive officer; Jesper Andersen, CFO; Dr. Ulrich Schmidt, executive board member; Jesper Andersen, executive board member; Ralph Gusko, executive board member; Thomas Ingelfinger, executive board member; Stefan De Loecker, executive board member; Zhengrong Liu, executive board member.
Major Products/Brands: Aquaphor, Eucerin, La Prairie, Nivea, Labello lip balms, Florena, 8x4, Atrix, SLEK and Hidrofugal.
New Products: Nivea In-Shower Body Lotion, Nivea Men, Eucerin In-Shower Moisturizer, La Prairie Crème Hydratante Éclat Caviar Nacré, La Prairie Cellular Swiss Ice Crystal Eye Cream and Emulsion, Labello Limited Edition Care & Color Lip Balm, Nivea Deo Black & White, Nivea Face Cellular Anti-Age, Nivea Face Q10 Pearls.
Comments: CEO Stefan Heidenreich described Beiersdorf’s 2015 as successful and pointed to earnings as hitting record levels, with the strength of the company’s brands playing a decisive role in that economic success. Nivea was the most prolific performer for Beiersdorf, thanks in part to new product launches and the brand’s enduring global popularity.
The company launched a well-received line of moisturizers for time-crunched multi-taskers with the debut of Nivea In-Shower Body Lotions. The products are packaged in inverted bottles with dispensing closures, and feature emollient ingredients formulated to be applied then rinsed off in the shower to impart 24-hour moisture to the skin.
Aiming to take an even bigger bite out of the rapidly growing men’s grooming category, Beiersdorf added a handful of products to its incredibly successful Nivea Men’s product line, including Nivea Men Creme, Pure Impact 3-in1 Body Wash, Sensitive Protective Lotion, Cooling Shaving Gel and Sensitive Cooling Post Shave Balm. Each of the products is housed in cleanly designed packages with coordinating navy, white and silver color stories. The non-greasy Creme is a multi-use product for face, hands and body, and is packaged in a sleek, double-embossed screw-top aluminum tin that’s “engineered for men’s hands” with side-rings to ensure a firm grip.
Also worth noting in Nivea news, the ongoing love affair with the iconic signature scent of Nivea’s cream was once again translated into an Eau de Toilette last October (the first hard to find iteration was launched in 2011). The 30ml EDT is packaged in a simple, round, white, opaque bottle.
In legal news, the Federal Supreme Court of Germany sided with Beiersdorf in a patent infringement case regarding the use of Nivea’s registered trademark color, NIVEA Blue, reversing a 2013 decision made by the Federal Patent Court to delete the trademark color. The color NIVEA Blue was first introduced in 1925 by Beiersdorf’s head of advertising at the time, Juan Gregorio Clausen.
The next step in the process takes the Beiersdorf team to Federal Patent Court. In the meantime, Beiersdorf board member Ralph Gusko commented, “Since 1925, the color NIVEA Blue, as it is used on our legendary creme tins for example, has stood for the brand values: Trust, Closeness and Care. It is the ‘face’ of the brand and the foundation for the global design language of Nivea products. Its wide use over a long period and across the brand portfolio has ensured that consumers around the world associate the characteristic blue with the absolute highest skin care competence. For this reason, we will spare no efforts in protecting the iconic color image as well as all other brand and design rights.”
News of Note in 2016
Beiersdorf continues to push the bounds of high-end skin care formulation innovation and in September the company debuted La Prairie Skin Caviar Essence-in-Lotion, marking the first time caviar water (used in lieu of actual water for hydrating and soothing benefits) has ever been used in cosmetics. Dubbed “the missing link” essence to be used post-toner and pre-serum in the skin care regimen, the product carries a $240 price tag and is housed in an instantly recognizable, cobalt blue package.