A STUDY ON THE MARKETING AND ADVERTISING ASPECTS OF NIVEA
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HISTORY OF NIVEA.
Professor Paul Dr. Oscar
1911 was the year NIVEA CRÈME was born. In fact, NIVEA CRÈME required the work of three resourceful men: Dr. Oscar, Dr. Isaac and Prof. Paul, not just one for its development. Dr. Oscar had acquired Beiersdorf in Hamburg from its founder Carl Beiersdorf in 1890. After a lot of research, they developed the first stable grease and moisture cream in the world – NIVEA CRÈME. It contained:
1. Fragile oils
2. Water
3. Glycerine
4. A little citric acid
5. Oil of rose
6. Lily of the valley to give it a fine perfume.
Dr. Oscar called his crème NIVEA, meaning snow white because of its color. Shortly after its invention the crème was sold in yellow tin.
1920: As early as the Twenties, the NIVEA brand was associated with youth, freshness and leisure in the sun and in nature. They made their advertisements and lively by using young, attractive and fit women tanning herself in the sun.
1930: In 1930, the NIVEA range was expanded with the addition of NIVEA OIL. The skin oil was usually used by sportspeople and for massage. In their advertisements as well they used masculine model athlete which bought about an attractiveness and youth image in the minds of the consumers. The NIVEA product range had expanded considerably – hairdressers, as well as pharmacists and chemists had now been supplied since the mid-twenties.
Between 1929 and 1931, NIVEA launched solid brilliantine, shaving cream, shaving soap, facial toner, hair oil and for the first time – NIVEA SHAMPOO.
1940: In the early 1940’s, NIVEA lau ...