Starting this month, the 101-year-old skin-care brand is receiving a top-to-toe makeover from sustainability-focused designer Yves Béhar from agency Fuseproject. Best known for his $100 computer for the One Laptop Per Child initiative and the shoe box-eliminating “clever little bag” for Puma, Béhar has had carte blanche for the big blue from parent company Beiersdorf AG.
It was a much-needed revamp, said Ralph Gusko, a member of the company’s executive board, who oversees brands and the supply chain for Hamburg-based Beiersdorf. Nivea had grown by leaps and bounds, presenting a confusing rainbow of options to consumers. In the last couple of years, the brand has pulled out of the makeup and hair-care categories and decided to focus on its core competency — skin care.
“We lost our Nivea-ness,” Gusko admitted. “The landscape had changed, impacting us, and it was quite clear we had to do something on this one, and this was the ignition for starting this project of a new Nivea design language.”
The new Nivea logo, a blue circle with white Bauhaus-inspired lettering, serves as both a redesign and branding revision, said Gusko. It will appear on all product packaging, which is itself in the process of being remade by Béhar and team. The entire product line — more than 1,600 stockkeeping items — will gradually be re-done through 2015.
The revised logo takes Nivea back to its roots, emulating the iconic tin container, which contains the original skin cream in most countries. It is the last product still manufactured in Hamburg, sells 100 million units a year and has so far escaped a redo. Beiersdorf would like to keep the tin as is, but Béhar says that may well change — one of the rare friendly disagreements between the partners.
Over the last two-and-a-half years, Béhar and his team made around 30 trips to Germany to meet with an internal design management group of 200 people from across Beiersdorf — from supply chain to sales to packaging.
“For me there was an element of being sort of respectful — about finding a place in time when Nivea was at its purest expression — and trying to do that again, trying to celebrate that,” said Béhar.
The streamlined logo is also mirrored, though not replicated, in the cap of one of the first packaging relaunches — Nivea Body Milk. The new bottle resembles an old-fashioned milk bottle, hinting at the idea of nourishment, said Béhar.
These new bottle shapes also result in tighter packing, fewer shipping materials and optimized transportation. Beiersdorf says its packaging materials, now fully recyclable, have been reduced by 15 percent and label materials by 23 percent. Additionally, shipping pallets used will drop by more than 12,000 pallets, and 585 tons of carbon dioxide emissions will be eliminated annually, new measures that support the firm’s long-term sustainability efforts toward 2020. Gusko says the environmentally friendly measures also save money and appeal to emerging markets, which will be the source of an estimated 50 percent of the company’s sales by 2015.
Beiersdorf ranks as the fifth largest global skin-care company, with total sales of $6.9 billion.
“My personal philosophy to beauty is paying attention to oneself. I love to be outdoors, lots of fresh air, trying to take care of yourself as best you can. I always notice that comes through,” says Felicity Jones, the global face of @shiseido-owned @cledepeaubeauteus, which launches today. Head to WWD.com to read more about the actress’ love for beauty and how she prepared for her new role in “The Basis of Sex,” playing the young Ruth Bader Ginsburg. #wwdbeauty (📷: @dandoperalski)
For men’s fall 2018, @giuseppezanotti drew on elements from streetwear, sport, biker, combat and rock ‘n’ roll. Pictured here are a pair of shoes from the collection, featuring zippers, rhinestones, and silver hardware. Head to WWD.com to see a roundup of the accessories from Milan’s men’s fall 2018 shows. #wwdfashion (📷: Andrea Delb)
To celebrate the 25th anniversary of @ralphlauren’s snowboarding collection, the brand is mining its archives. The iconic brand is reintroducing vintage styles and dropping new designs for a color capsule that will be available in Ralph Lauren stores and @openingceremony on January 25. The capsule will consist of 10 pieces, including the Snow Beach Pullover, pictured here, which is a collector’s item that rapper Raekwon wore in Wu-Tang Clan’s “Can It Be All So Simple” video. #wwdfashion (📷: Tom Gould)
For @rochasofficial’s pre-fall 2018 collection, creative director Alessandro Dell’Acqua channeled the sophisticated and intriguing Catherine Denevue in the film “Belle de Jour.” Polished collarless coats, midi skirts, suits and ’60s graphic motifs were all featured in the collection, adding a sense of discreet luxury. See the rest of the photos on WWD.com #wwdfashion
“We tried to produce clothing of that couture quality, but the most daunting part was that we only had a matter of days [to do it],” said costume designer Lou Eyrich, who recreated Gianni Versace’s iconic looks for @americancrimestoryfx. Eyrich searched online retailers and vintage shops for original pieces from the design house and for @penelopecruzoficial, who plays Donatella Versace. Head to WWD.com to read how she created the Versace world. #wwdfashion
Only three months after her stellar debut catwalk season, @kaiagerber has inked her first big design collaboration –– with @karllagerfeld. The collection blends Lagerfeld’s Parisian chic aesthetic and the model’s signature West Coast casual style via RTW, accessories, footwear and more. The #KarlLagerfeldxKaia collection will launch in September with a series of events. Get all the details on WWD.com. #wwdnews #wwdfashion
Harrods plans to remove the famous statue of Princess Diana and Dodi Al Fayed from the bottom of the Egyptian escalators and hand it back to Mohamed Al-Fayed. “We are very proud to have played our role in celebrating the lives of Diana, Princess of Wales and Dodi Al Fayed at Harrods and to have welcomed people from around the world to visit the memorial for the past 20 years,” said Michael Ward, Harrods managing director. “With the announcement of the new official memorial statue to Diana, Princess of Wales at Kensington Palace, we feel that the time is right to return this memorial to Mr. Al Fayed and for the public to be invited to pay their respects at the palace.” More on the news, with reporting by @loreleimarfil, at WWD.com. #wwdnews