NIVEA

Company: Beiersdorf

Brand value: US$7,754 million

Change since 2018: 6%

Headquarter city: Hamburg

Category: Personal Care

Year formed: 1911

NIVEA is a global personal care brand spanning facial care, cosmetics, haircare, styling, deodorants, shower products, sun protection and specific ranges for children and for men. Products are sold in distinctive NIVEA blue packaging in drugstores and supermarkets, and from NIVEA stores in Hamburg and Berlin. NIVEA regularly releases new products and variants, using innovation to regularly renew interest in the category and the brand. Public concern over ingredients in personal care products regularly puts NIVEA in the news. Recently it has been over microplastics in shower and cleansing products. Since 2016, all NIVEA products have been free of polyethylene particles, but Greenpeace has since highlighted NIVEA and several other brands as producing products with other ingredients that are toxic to marine life. Brand communications in 2018 involved heavy use of celebrity testimonials. German national football coach Jogi Löw endorses the men’s range, and NIVEA has also recruited actress and “Bond girl” Monica Bellucci and musician Robin Schulz.