NIVEA

* Best-known and most successful skin care brand in the world* – more than 100 years of skincare expertise * NIVEA records global growth of 6.4% in 2012 NIVEA is a brand icon with a massive global appeal and an unparalleled success story. It allbegan in Hamburg, where NIVEA, the first-ever industrially produced oil-and-water-based cream, was launched in December 1911. Today, NIVEA is the largest skin care brand in the world, and is available in over 200 countries*. Awareness of NIVEA is virtually 100 percent in Germany, and European consumers trust it like no other skin care brand. This is confirmed, for example, by the “Reader’s Digest Most Trusted Brands 2012” study, in which more than 27,000 male and female consumers from 15 European countries voted NIVEA the most-trusted skin care brand for the eleventh year running. NIVEA has always stood for reliable quality, good value for money, and ease of use. Security, trust, closeness, and credibility are the brand’s core values.

NIVEA is the most important and most valuable of all Beiersdorf’s brands. NIVEA products contributed approximately €3.7 billion to the Beiersdorf Group’s total sales (€6.040 billion) in 2012. The aim is for NIVEA to secure leading market positions in the individual product categories in as many countries as possible. NIVEA already holds around 150 number one positions in different product categories worldwide, including Men, Face, Hair, and Deodorants.

The legendary blue tin has been the guardian of NIVEA’s brand values since 1925. It is the “face” of the brand and consumers worldwide associate “trust,” “closeness,” and “skin care expertise” with this icon. Now, Beiersdorf AG has developed a new, global design language that is consciously oriented on the famous blue tin. The new design translates the brand identity into a product, making NIVEA’s successful core values