Beiersdorf rebrands one of the biggest names in personal care

By Simon Pitman

- Last updated on GMT

The Nivea brand has been redesigned to give it more of a global identity and harmonise the many different personal care and cosmetics sub-categories it is present in.

Currently one of the biggest names in the industry worldwide, its manufacturer, Germany-based Beiersdorf, says that the move should help as part of its plans to continue to grow the brand’s global market share.

Indeed, according to ‘Best Global Brands’, Nivea is one of the few global brands that has managed to shrug off the economic downturn to register a brand value increase in 2009.

Brand has evolved into new categories

Over the past ten years, the brand has been expanded to different segments within the skin care category, including men’s grooming, as well as into completely new categories, such as hair care and colour make-up.

As a result, the company has expanded its brand as well as the image, creating new Nivea logos that represent the different categories, something that reflects the diverse nature of the brand, but could also prove confusing to some consumers.

Beiersdorf says its brand logo redesign aims at ‘more tightly managing the Nivea brand and strengthening awareness of it at points of sale worldwide'.

Maintaining the image while harmonizing

The new logo has been created by Hamburg-based Interbrand, which basically follows the distinctive traditional blue and white logo and lettering that has made it a household name worldwide, and then simply dividing it into Nivea and Nivea For Men.

“As a global personal care brand, Nivea needs a compelling image that is clear, simple and effective,”​ said Franziska Schmiedabach, head of global marketing at Nivea.

“Nivea and Nivea For Men are strong brands and require strong, clear identifiers in order to remain firmly established in consumers’ mind in future.”

Related topics: Packaging & Design

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