Insight by Andrea

Intrigued by what they called an “artistically and technically new concept” online,  I went to check the new Beiersdorf corporate site. To my surprise the content is amazing and really shows the that they are solid and serious company based on strong R&D and product development. However, I found the navigation challenging and the choice of a large background images very overpowering. They may work for the homepage, but not for the subpages where we are supposed to read the content.

They offer a wealth of information specially images and videos. It is really worth taking a look at their history. The company was founded in 1890 and in 1911 Nivea was born. It was the "first stable skin cream based on a water-in-oil emulsion", using the emulsifying agent Eucerit" (also basis for Eucerin).

The Beiersdorf Classics Cinema presents a great evolution of personal care ads throughout last century, starting in Germany 1920. In addition, their media library has 23 pages of print ads that are worth checking.

Given the incredible revival of brands, and the search for meaning, autenthicity and value, Beiersdorf has a great shot at further establishing itself as a household brand in the US for our generation, as it is already in many global markets.

Do you know what NIVEA means? Snow – derived from the Latin word "nix, nivis".

Excerpt from Happi: