Nivea Creme – the world’s first stable water-in-oil emulsion – was launched 110 years ago and “the little blue tin” has been a staple in millions of homes worldwide ever since.
Beiersdorf, the parent company of the moisturising stalwart, has been very active in launching increasingly sophisticated face and body products over the years from anti-ageing to naturally-based formulas. But it has announced that a plan to re-invent its hero player over the next 12 months as an even more globally available and sustainable skincare brand.
The German multinational is on a strong footing. The company has reported full year 2021 sales of 7.6 billion euros (AUD$11.4 billion) – up 9.7 per cent on the previous year and matching pre-Covid 2019 levels.
All geographic regions contributed to the strong results – South America (+18.8%), North America (+13%). Africa, Asia and Australia (+8.9%), Eastern Europe (+6.3%) and Western Europe (+5.7%).
Organic sales for the Nivea brand alone rose 5.5 per cent, fuelled by the 2020 launch of Nivea Luminous630, an anti-pigmentation range. Astrid Hermann, CFO of Beiersdorf, noted – “We have made Nivea one of the fastest-growing brands in face care in the mass market”.
Beiersdorf’s efforts will focus on the world’s two largest beauty markets – the US and China – in its bid to transform Nivea into a more global, digital and sustainable brand. Luminous630 is the most expensive range in the brand’s current international lineup, which is yet to gain official approval from regulators in China and Australia.
But hopes are high for Luminous630. “We will expand this range in the hand care and suncare segments. Our aim is to double sales of the range this year and thereby expand growth in the face segment and broaden our market leadership beyond Europe”, said Vincent Warnery, CEO of Beiersdorf.
The multinational is also doubling down on sustainable innovation, following the global success of the Nivea Naturally Good range, the multinational’s first climate-neutralised range.
La Prairie also kicked goals for Beiersdorf last year, thanks to a rebound in the travel retail market. The luxury brand’s China sales surpassed pre-Covid 2019 levels and bounced back strongly in the US. La Prairie’s total global sales surged 30 per cent for the full year 2021.