BERLIN — Beiersdorf’s Nivea has revamped its 100-year-old classic cream, aiming for male appeal. Nivea Men Creme will enter the global market in April.
Nivea Creme was developed in 1911, and quickly became a top seller. While marketed as a women’s moisturizer, the thick cream in the blue tin became popular with men for shaving and as a household helper.
Intended for use on face, body, and hands, Nivea Men Creme has a lighter and non-greasy quick-absorbing formula, and what the company calls a “fresh masculine scent.” The packaging has also been toughened up — the navy and silver embossed screw-top tin is made from aluminum, and has side rings for better grip. A 30-ml. container has a recommended price of 1.49 euros, or $1.58, and the 150-ml. size is priced at 3.29 euros, or $3.48 at current exchange.
“Nivea Men understands men around the world and we have designed a product especially for them, from formula to packaging,” Giuseppe Berardi, Nivea Men’s global marketing director said in a statement. “Every man gets more confident when he feels good: we developed a cream that is quick and easy to use, so the skin is replenished and looks cared for.”
The Hamburg, Germany-based consumer goods company registered 2014 net profits (excluding special factors) amounting to 581 million euros, or $772.3 million, and group sales equaling 6.29 billion euros, or $8.36 billion at average exchange. Sales of the Nivea brand, Beiersdorf’s top brand, grew by 6.2 percent last year.
Nivea Launches Men’s Version of Classic Creme
Beiersdorf’s Nivea has revamped its 100-year-old classic cream, aiming for male appeal.
