Why NIVEA is considered an iconic brand
NIVEA with its 130-year history is the world’s oldest skin care brand. No other skin care brand enjoys more trust around the globe. An unsupported awareness rate of nearly 100% is a testament to this success story. It’s worth it to dig down a few levels and take a look at the inner workings of the brand.
NIVEA has a clear positioning on skin care. Very few brands can express their essence so clearly in just one word. The brand is getting some help from an old culture code: an archetype that clearly anchors the brand. In this case, it is the archetype of the caring mother. It provides orientation, from new product development to the direction of brand communication. In the brand’s marketing, for example, women aged 30-50 are seen much more often than what is usual in the cosmetics industry. This archetype of the caring mother is also what makes NIVEA especially popular with families.
In addition, the brand is always clearly recognisable. The brand colour blue, the iconic logo and the round shape are expressions of exceptional reliability. Particularly interesting: The product lines often appear as identity variations, e.g. NIVEA BEAUTÉ, NIVEA SUN or NIVEA MEN. All sub-brands consistently support the umbrella brand NIVEA.