'Nivea' Loved for Over 100 Years: The Secret to Longevity is 'Godseongbi' Surpassing 'Value for Money' [Hidden Business Story]

'Nivea Cream' Over 100 Years Old, Popular as a Multipurpose Cosmetic
Affordable Price with Various Uses
'Nivea' Loved by Everyone, Low Cost Burden

'Nivea' products. Photo by Nivea

[Asia Economy Reporter Heo Midam] Amid rapidly changing consumer trends, there is a brand that has endured for over 100 years. That brand is 'Nivea,' which means 'as white as snow.' Nivea has maintained consistent brand values over many years and has been loved by people worldwide. In a survey conducted among consumers in 15 European countries, Nivea was selected as the 'Most Trusted Skincare Brand' for eight consecutive years, which speaks volumes about the global affection for Nivea.

In a swiftly evolving market, Nivea has earned the love of people worldwide through unwavering trust and confidence. What is the reason behind its steady popularity for over a century?

'Accidental Invention' Becomes 'Innovation'… Eucerit Opens a New Chapter in the Cosmetics Industry

'Nivea' products. Photo by Nivea

The history of Nivea began over 130 years ago with the creation of a substance called 'Eucerit.' Eucerit, a type of emulsifier, is an additive that helps water and oil components mix well. Today, it is known as a 'surfactant' and is used in most cosmetics.

At the time, the development of Eucerit was revolutionary. In the early 1900s, there was no technology to mix water and oil, so most skin creams were ointments or salves made by solidifying oil components. Applying these products often caused discomfort rather than freshness. The oil would sit on the face, requiring frequent wiping, and the scent was unpleasant. Additionally, these products had a short shelf life and spoiled quickly.

However, the 'Nivea Cream' made using the emulsifier was different. Nivea Cream was the first long-lasting cream and had a long shelf life without the need for added preservatives. This cream, which solved the drawbacks of existing creams, received a positive response from consumers and quickly became an international hit product. At the time, Eucerit demonstrated the diverse potential of emulsifiers and was credited with opening a new chapter in the cosmetics industry.

Riding on the overwhelming response to Eucerit, Nivea grew into a global brand with 150 branches worldwide and about 21,000 employees. Currently, it maintains its position as a global skincare brand with total sales exceeding 8.4 trillion KRW.

Nivea Cream’s 'Blue Tin' Packaging Loved for Over 100 Years

Nivea Cream Evolution. Photo by Nivea

Nivea’s flagship product is the 'Nivea Cream,' known for its eye-catching blue tin packaging. Few people have never seen the blue metal case with white lettering of Nivea Cream.

When Nivea Cream was launched in 1911, it was introduced as a 'cream exclusively for women.' Targeting women, the product’s packaging was designed delicately. Nivea chose a yellow background for the cream container to evoke an elegant and noble feeling, adorned with Art-Nouveau style patterns. The logo used a classic cursive font. Although the logo was renewed in 1922, the container itself did not change significantly.

The familiar 'blue tin' packaging first appeared in 1925. After World War I ended and modern lifestyles emerged across society, Nivea undertook a major package renewal. After the renewal, Nivea’s packaging was replaced with the current blue background and white modern typography.

Since 1925, Nivea Cream has undergone eight renewals, adjusting the shade of blue and the logo font, but the blue and white color combination has remained unchanged for over 100 years. This combination eventually became a unique symbol of Nivea and contributed to securing its distinctive brand identity.

Currently, Nivea applies the blue background with white lettering logo not only on creams but also on most products including basic cosmetics, color cosmetics, and deodorants. This has enabled Nivea to build a consistent brand strategy.

Reason for Nivea’s Popularity? 'God-Value' Beyond 'Cost-Performance'

Nivea Cream. Photo by Nivea Homepage Capture

In 2013, a British media outlet conducted an interesting experiment. They compared Nivea Cream, which costs less than 3,000 KRW, with a skin regeneration cream priced in the 300,000 KRW range. The price difference between the two products was a staggering tenfold.

People predicted that no matter how cost-effective Nivea was, the high-end product would outperform it. However, the results were different from expectations. After one citizen applied both Nivea Cream and the 300,000 KRW cream for four weeks, the effects of the two products were similar. In particular, the ingredients of both products were almost identical, and in terms of wrinkle improvement, Nivea Cream’s effect was even better.

Nivea Cream is not only for the face. True to its nickname as the 'all-purpose cream,' it has various uses. Applying this cream to minor burns can soothe irritated skin, and applying it under the eyes can help reduce dark circles. Since then, Nivea has been praised as 'God-value,' surpassing mere 'cost-performance.'

From Products for 'Women' to Products for the 'Family'

Since 1925, Nivea has pursued a healthy beauty tanned by the sun. The photo is a 1930s Nivea poster from the UK. Photo by Nivea

At its founding, Nivea targeted women as its main audience. This aspect is evident in early advertisements. In its early days, Nivea emphasized elegant beauty with the concept of 'Snow White as white as snow.' Early film and poster advertisements mainly featured female models.

However, with the major product renewal in 1925, the direction of advertising also shifted. Instead of focusing on elegance, leisure, sports, and outdoor activities became the core keywords of the ads. Unlike past advertisements that emphasized whiteness and delicacy, Nivea began to pursue a healthy sun-kissed look. As a result, Nivea became recognized as a symbol of healthy skin care.

At this time, Nivea moved away from female advertising models and introduced 'boy' models. Based on the keyword 'an ideal choice for the whole family,' Nivea built an image that could be used comfortably by men, women, young, and old alike. Thus, Nivea transformed from an image of 'women’s cosmetics' to products for the entire family.