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2WHEN NIVEA CREME WAS LAUNCHED A CENTURY AGO,
NOBODY COULD HAVE PREDICTED THAT THE SMALL ROUND TIN OF WHITE MOISTURIZER WOULD EVENTUALLY BECOME A CLASSIC SKIN CARE BRAND KNOWN THE WORLD OVER.
2 3
as contemporary and forward looking,
anchored in its rich brand heritage.
Inspired by NIVEA Cremes original round
blue tin with its distinctive white lettering,
a new iconic logo becomes the key
element of the brands overall design
expression. The new NIVEA design
language refl ects the values and heritage
of the brand it is pure and authentic,
says Ralph Gusko, a Beiersdorf board
member who is responsible for brands
and supply chain.
The new Nivea design language re ects the values and heritage of the brand it is pure and authentic
Fast forward to today: more than
100 million tins of NIVEA Creme are sold
each year and NIVEA, the fl agship brand
of German company Beiersdorf, has
diversifi ed into a truly global family
of more than 1,600 products, which
an estimated 500 million women come
in contact with each day. In fact, a
NIVEA product is bought every six
seconds. In 2010, NIVEA was named the
number one skin care brand in the world in
retail value terms by market research fi rm
Euromonitor.
Yet even some of the most trusted brands
need to be updated. To refresh and refocus
NIVEA, the NIVEA team together with
celebrated designer Yves Behar and his
fi rm fuseproject, created a new design
language and expression that they describe
33
4 5
Moreover, the new design language
communicates a unified look and feel
for the NIVEA brand, which had become
diffused over the years, and provides an
easily recognized identity for the entire
NIVEA brand family. Innovative features
include packaging designs and forms
adorned with the powerful blue icon and
a slanted top, which faces the consumer
in the store and at home. With a simplified
and clear design language, the designers
say NIVEA will stand out amid the
confusion and clutter of skin care brands
on store shelves.
In the past there were too many NIVEA
design expressions on the shelf, Gusko
adds. A new product design was therefore
necessary to ensure a consistent brand
appearance that creates a tangible
expression of the brand values.
7
BRAND &DESIGNHISTORY
8 9
When NIVEA Creme launched in 1911, it
was the worlds first emollient skin cream.
In many ways, its stable, water-in-oil based
emulsion invented by German chemist
Isaac Lifschutz transformed the
skin care industry. NIVEA Creme could
be shipped greater distances and last
longer on store shelves. It had a distinctive
fragrance and rich, creamy texture
that provided unparalleled and long-
lasting moisture to the skin. Call it the
democratization of skin care: products
that were once made and sold locally
to the well-to-do were now available
to just about everyone. More importantly,
as a new skin cream with superior caring
qualities, it quickly grew in popularity,
revolutionizing the cosmetics market.
Of course, the NIVEA formula and an
intriguing brand name taken from the
Latin word for snow added to the allure.
The snow-white color and fragrance,
with hints of orange, lavender and rose,
helped make NIVEA Creme a hit. By
1914, the NIVEA name was extended into
numerous products, such as sun protection
and shaving cream, and sales expanded
to 34 countries, setting the stage for
its current global distribution.
NIVEA has a presence, notes Behar, who
recalls the brand from his childhood in
Switzerland. You could say its ubiquitous.
In fact, it is so well known in so many places
that people often believe NIVEA is a brand
that originates in their own country, rather
IN MANY WAYS, THE LAUNCH OF NIVEA CREME IN 1911 HELPED TRANSFORM THE SKIN CARE INDUSTRY.
10
BRAND & DESIGN HISTORY
The brand is regarded as friendly and easy to understand and is associated with feelings of well-being.
rather than in Germany. If youre French,
you might think it is a French brand, Behar
points out.
Not surprisingly, surveys indicate that brand
awareness reaches almost 100% in Western
Europe, and is also extremely high in the U.S.
and countries as diverse as Thailand, Brazil
and Australia.
A unique design contributed to that
recognition and consumer loyalty ever
since the fi rst batches of NIVEA Creme
were sold in yellow tins adorned with swirly
green-and-white Art Deco decorations and
a curlicue script. A redesign introduced in
1925, however, refl ected the simplicity and
minimalism of the emerging Bauhaus design
movement in Europe; the round tin was a
deep penetrating blue with sharp, bright
white angular lettering, a look that would
largely defi ne NIVEA and eventually
become a classic.
As a product, NIVEA meant many diff erent
things to consumers. Research by NIVEA
suggests that the brand evokes strong
feelings about family, love and trust. Quality,
reliability, tradition and honesty are also
mentioned. The brand is regarded as friendly
and easy to understand and is associated
with feelings of well-being.
That is consistent with our modern
sensibility about skin, which is now regarded
as a refl ection of our inner and outer beauty,
as well as our overall health. Because of
this, consumers continually seek new and
innovative products that help keep their
skin looking healthy, fresh and youthful.
THE GLOBAL SKIN CARE INDUSTRY IS EXPECTED TO REACH $90 BILLION BY 2014,
ACCORDING TO MARKET RESEARCH FIRM EUROMONITOR INTERNATIONAL. BY 2015, SKIN CARE WILL ACCOUNT FOR UP TO 45% OF GLOBAL GROWTH IN THE COSMETICS SECTOR.
A GLOBALINDUSTRY
14 15
6.9BEIERSDORF RANKS AS THE FIFTH LARGEST GLOBAL SKIN CARE COMPANY NIVEA is the companys flagship brand; other brands include La Prairie in the premium segment, which focuses on anti-aging care, and dermocosmetic line Eucerin.
BILLION IN SALES
$
A GLOBAL INDUSTRY
Skin care is not immune to shifting
economic conditions, but given the
significance consumers both young
and old place on their skin care regimes,
the sector is resilient no matter the
state of the economy. Analyst Carrie
Lennard, at Euromonitor International,
notes in an online interview that
consumers did cut back and streamline
their purchases during the recession, but
they were also ready to sacrifice other
consumer goods in order to hold on to a
youthful appearance.
Overall, the Wall Street Journal reported in
August 2012, [The] skin care and makeup
industries are growing at their fastest
speed since the recession, driven by strong
demand around the world, particularly for
skin care in Asia. The greatest potential for
growth is indeed coming from emerging
markets such as China, where a rising
middle-class of more affluent customers
is fueling demand.
With total sales of $6.9 billion, Beiersdorf
ranks as the fifth largest global skin care
company, according to Bloomberg News
quoting Euromonitor. NIVEA is the
companys flagship brand; other brands
include La Prairie in the premium segment,
which focuses on anti-aging care, and
dermocosmetic line Eucerin.
With total sales of $6.9 billion, Beiersdorf ranks as the fifth largest global skin care company.
16 17
CHALLENGES
A WELL-DESIGNED PRODUCT IS THE ULTIMATE MESSAGE.
18 19
CHALLENGES
Companies eager to take advantage of
the growing skin care market continue to
challenge leaders like NIVEA. They bring to
market an ever-increasing variety of rival
products and private label brands that
tout claims and benefits similar to NIVEA
products. For its part, NIVEA has continued
its expansion into new product categories,
with the aim of satisfying changing
consumer needs and lifestyles.
But the designs for many of these new
products were not always uniform. Over
time, the simplicity of the blue circular tin
and white lettering morphed into multiple
forms featuring a rectangular logo. Bottle
shapes ranged from asymmetrical to
bulbous and came in colors such as pink,
green and yellow.
As a result, consumers found it difficult to
recognize NIVEA products as NIVEA on a
crowded and cluttered store shelf. Instead
of a consistent design strategy, some of
the original story and great design intent
[of NIVEA], that had distilled the product
to its essence, got lost, Behar explains.
A well-designed product is the ultimate
message and messenger to the consumer.
Design makes the brand, the product and
the packaging distinctive enough to cut
through the clutter so consumers can more
easily identify and pick what they prefer;
when they get the product home,
design helps create an effective and
enjoyable experience.
Given the intense competition in the
global skin care industry, the new design
language is aimed at bolstering NIVEAs
status as an iconic brand that is strongly
recognizable. The goal is to speak to
consumers in a clear, contemporary
and understandable way, in order to
renew emotional connections with
current users and forge new ones with
potential customers.
21
DESIGN EXPRESSION
22 23
DESIGN EXPRESSION
The round blue Nivea creme tin is the timeless symbol for Nivea, which reflects the brand values and its heritage more than anything else
The new design strategy acknowledges
that design conveys a powerful
competitive advantage and drives
business growth. Working with the NIVEA
team, fuseproject designers looked deep
into the companys past to discover the
brands DNA,exploring how the logo
becomes one with the product, Behar
points out. After a rigorous iterative
process, they focused on the round
blue tin as the inspiration for NIVEAs
new iconic logo.
The round blue NIVEA Creme tin is the
timeless symbol for NIVEA, which reflects
the brand values and its heritage more than
anything else, says Gusko. In that sense, it
will imbue the entire product line with the
spirit of the original design.
NIVEA stands for care, trust and reliability
these values have to be transported
consistently across all brand appearances,
including our product design, Gusko says.
Along with the new logo, a predominantly
blue-and-white color scheme will give the
packaging visual consistency. Moreover,
the flexible design language will influence
new packaging forms, including simpler
geometric shapes.
Labeling and graphic elements on the
packages have been simplified, too.
Featuring clear and more functional
communications and dynamic
photographic illustrations like a
refreshing looking water splash the
labels communicate a coherent, honest
THE NEW DESIGN STRATEGY ACKNOWLEDGES THAT DESIGN CONVEYS A POWERFUL COMPETITIVE ADVANTAGE AND DRIVES BUSINESS GROWTH.
24 25
message to the consumer about benefits,
ingredients and usage, the designers say,
helping strengthen product differentiation.
Another striking innovation is the
sloping top on some packaging forms. It is
a feature that makes NIVEA not only more
recognizable in stores, but also invites
interaction at home. Taken together, the
innovative shapes and graphics and
slanted top which echoes the new blue
logo provide a more delightful and
human experience for the user.
With the new design language, which will be
rolled out globally across all NIVEA product
categories, Gusko says consumers will see
and experience a holistic brand message,
from packaging to advertising and point
of sale. It is one brand telling you a story
across many product lines that everyone
can understand.
DESIGN EXPRESSION
COMMENTS ON NEW DESIGN
UPDATING A CLASSIC DESIGN IS A NECESSARY BUT OFTEN TRICKY TASK.
THE CHALLENGE IS TO AVOID TAKING AWAY ALL THAT IS FAMILIAR AND POSITIVE ABOUT THE BRAND, WHILE AT THE SAME TIME INTRODUCING FRESH IDEAS THAT WILL SURPRISE AND DELIGHT LOYAL CONSUMERS AND ATTRACT NEW ONES.
28 29
DESIGN MANAGEMENT
COMMENT ON NEW DESIGN
The new NIVEA design succeeds because
instead of radically changing a familiar
icon, the designers at fuseproject
recognized its iconic status and refined
what was there, says Steve Heller, a design
writer and historian. They didnt destroy
what was positive about the brand, but
they are also saying NIVEA is evolving and
moving on and you should come look at
us because we are still relevant.
Retaining the recognition value is critical
because of the brand heritage, with its
distinctive minimalism, strong
unadulterated color, and what Heller
describes as a lovely history. He reckons
that if a consumer sees a tin of that shape
and size, that they do not really need the
word NIVEA. There is a strong graphic
connection, he explains. They are all of
a piece. NIVEA in any other typeface or
color just isnt NIVEA.
That connection is still there, but in a new
and exciting interpretation. They say they
own the icon, Heller adds. Yves Behar
took what we know about NIVEA and
made us see it anew.
30
DESIGN MANAGEMENT
12,600 fewer pallets
585 tons less CO2 emissions each year
15% less packaging
SAVES 585 TONS OF CO2 EMISSIONS ANNUALLY.
SUSTAINABILITY
For design to be truly effective, it must
be deeply integrated into all levels of the
development process. To accomplish this,
fuseproject collaborated closely with an
internal Design Management team that
was established at Beiersdorf to outline
a comprehensive design strategy and a
cohesive design language that would
define NIVEA.
With more than 200 people involved, the
Design Management team included all
departments at Beiersdorf from
marketing to sales, packaging development
to supply chain. As strategic partners, the
team worked with fuseprojects experts
in design and innovation to formulate a
design brief with clear, shared objectives
focusing on renewing all aspects of the
NIVEA brand.
Extensive market research was used to test
and understand consumer reactions. It was
crucial to know if the new packaging design
conveyed the NIVEA brand values, achieved
the goal of easy recognition, and was
a successful visual experience. That
information helped the team devise a
smooth timetable for the introduction and
transition of the new design language in
each category.
An internal Design Management team was established to outline a comprehensive design strategy and a cohesive design language that would define Nivea.
32 33
SUMMARY AND MAIN POINTS
SUSTAINABILITY
The new design and packaging innovations
will also help boost the company-wide
sustainability strategy at Beiersdorf.
One goal is to generate 50% of sales from
products with a significantly reduced
environmental footprint by 2020.
So far, packaging has been reduced by up
to 15% in the 250 and 400 ML bottles,
saving more than 350 tons of plastic
annually. Labels have been reduced by
23% by using a different material and liner.
The new bottle shapes have allowed for
tighter packing, which in turn has led to a
reduction in the number of pallets by more
than 12,000. Optimizing transportation in
this way will provide annual savings of
585 tons of CO2 emissions.
Moreover, all packaging materials are fully
recyclable and all formulas have an average
80% non-fossil ingredients
23% less label material usage
of over 80% non-fossil ingredients. The
majority of the shea butter is purchased
from a supplier who supports sustainable
sourcing and women workers by offering
them direct market access.
As part of the overall 2020 goals,
Beiersdorf is also committed to
reducing its carbon footprint by 30%
per product sold and helping half a
million children through corporate
social responsibility programs.
[source:NIVEA]
34 35
THE NEW DESIGN LANGUAGE HAS BEEN PRAISED FOR REFINING AND REINVIGORATING THE NIVEA BRAND WITHOUT DESTROYING ITS PAST.
36 37
DESIGN
The NIVEA team collaborated with
celebrated designer Yves Behar and his
award winning firm fuseproject to refresh
the brand and create and a new design
language that unifies the look and feel of
NIVEA, making it more prominent and
easily recognizable on the store shelf.
Renewing and refreshing the brand was
necessary because the Beiersdorf design
strategy had not always been uniform as
NIVEA expanded into new products
and categories.
In a highly competitive global skin care
market, NIVEA is using the new design
language to reconnect with trusted
consumers and forge relationships with
new ones using a cohesive, holistic design
that is striking and contemporary yet
anchored in NIVEAs storied heritage.
The new iconic logo was inspired by
NIVEAs original round blue tin and its
distinctive white Bauhaus-era lettering.
A more flexible design language will enable
new packaging shapes and forms that
present a coherent brand message to
consumers with simpler geometric shapes,
the new iconic logo, and an innovative
slanted top on many products.
The new design language has been praised
for refining and reinvigorating the NIVEA
brand without destroying its past, and
letting consumers see it in a new and
exciting way.
There will be a smooth, phased transition
to roll out the new design across all product
lines and categories, as well as new product
launches in all regions and markets.
A Design Management team was
established at Beiersdorf and more than
200 people were involved to formulate,
develop and guide the collaboration with
fuseproject designers.
PRODUCT HISTORY
The new design and packaging supports
Beiersdorfs ongoing sustainability efforts
to reduce the companys overall carbon
footprint by focusing on packaging,
raw materials, recycling and
social engagement.
NIVEA Creme was first sold in a yellow
tin with green-and-red swirly Art Nouveau
decorations; the blue-and-white tin was
introduced in 1925 showing the influence
of minimalist and simple forms that
are carried through in the new
design language.
NIVEA Creme was introduced in 1911 and
helped transform the skin care industry
with the first stable water-in-emulsion
formula, which offered superior caring
and moisturizing qualities and a longer
shelf life.
After NIVEA, skin care became a more
affordable mass-market product that
responded to changing consumer
needs and lifestyles.
The NIVEA name was inspired by its snow-
white color and means the snow white
one derived from the Latin word for snow.
NIVEA Cremes special fragrance is
composed of bergamot, orange, lavender,
rose, lilac and lily of the valley.
NIVEA continually expanded its product
line from the original cream to a wide range
of offerings as science and technology
evolved and consumer demands and
lifestyles changed.
38
BRAND
NIVEA
NIVEA is a global brand in an industry
that is expected to be worth over
$90 billion by 2014.
There are over 1,600 products,
13,000 country adaptations, 11 categories
and the sub-brand NIVEA Men.
An estimated 500 million women come in
contact with a NIVEA product every day.
A NIVEA product is sold every six
seconds around the world.
Surveys suggest that the NIVEA name is
widely known and recognized, sometimes
reaching 100% recognition, and evokes
strong feelings about family, love and trust.
It is regarded as reliable, traditional
and honest.
A century after it was launched, the classic
NIVEA Creme is still a best-seller with
100 million tins sold annually.
MILLION WOMENCOME IN CONTACT WITH A NIVEA PRODUCT EVERY DAY.
500
Surveys suggest that the NIVEA name is widely known and recognized, sometimes reaching 100% recognition, and evokes strong feelings about family, love and trust. It is regarded as reliable, traditional and honest.
BEIERSDORF
With total sales of $6.9 billion,
Beiersdorf ranks as the fifth largest
global skin care company.
NIVEA is the companys flagship brand;
other brands include the premium line
La Prairie, and the dermocosmetic
line Eucerin.
Contact: Jenny Fleischer
Global Head of Design Management, Beiersdorf
Jenny.Fleischer@Beiersdorf.com
Nivea 2012
www.nivea.com
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