Brand recognition remains focus as Nivea launches new moisturiser pack

By Andrew MCDOUGALL contact

- Last updated on GMT

Brand recognition remains focus as Nivea launches new moisturiser pack

Related tags: Brand management, Brand, Beiersdorf, Nivea

When your brand is as well-known as Nivea every pack design becomes important to maintain its image. With this in mind, Beiersdorf set a specific project for packaging supplier Global Closure Systems for its latest skin care product.

The iconic Nivea branding was in the limelight earlier this year, as the company redesigned its classic blue tin​ and executive board member Ralph Gusko commented on how important brand identity and recognition is.

The design for Nivea’s new concept of body moisturiser was to follow this mission statement, and following successful market tests conducted in selected European countries last year, Beiersdorf announced the global launch which will include GCS’ dispensers.

Commitment

“The key criteria in Beiersdorf’s choice were GCS design capability, short lead time and technical performance, along with GCS expertise in producing the moulds in-house at Zeller Engineering in Germany,”​ says the closures company.

“In addition, the bi-injected closures are produced by GCS in​ [its] Obrist plant near Madrid, only 50 km away from Beiersdorf's production site dedicated to skin care products.”

Given Beiersdorf’s commitment to sustainability and desire to be as environmentally friendly as possible, having production of the formula and packaging so close is a great help.

Specifications

The Nivea body moisturiser has been developed to be applied in the shower after the usual use of a shower wash product, and then rinsed off, so a shower-friendly pack was also required.

The bottle comes in different sizes from 200 ml to 600 ml depending on the country, and the packaging has been designed for convenience with its headstand cap and Zeller Plastik hinge which opens at 180 degrees.

Beiersdorf also required a bi-injected hinge closure perfectly fitting with the bottle to provide a monoblock look and to ensure that the Nivea brand recognition requirement was met in order to keep with the company’s strategy launched this year.

Global Closure Systems, which is one of Beiersdorf’s key suppliers in Spain, says that it has invested to prepare its plant for the launch and will continue to enhance its facilities in order to cope with the increasing global demand.

Related topics: Packaging & Design

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