BERLIN — Beiersdorf’s Nivea has revamped its 100-year-old classic cream, aiming for male appeal. Nivea Men Creme will enter the global market in April.
Nivea Creme was developed in 1911, and quickly became a top seller. While marketed as a women’s moisturizer, the thick cream in the blue tin became popular with men for shaving and as a household helper.
Intended for use on face, body, and hands, Nivea Men Creme has a lighter and non-greasy quick-absorbing formula, and what the company calls a “fresh masculine scent.” The packaging has also been toughened up — the navy and silver embossed screw-top tin is made from aluminum, and has side rings for better grip. A 30-ml. container has a recommended price of 1.49 euros, or $1.58, and the 150-ml. size is priced at 3.29 euros, or $3.48 at current exchange.
“Nivea Men understands men around the world and we have designed a product especially for them, from formula to packaging,” Giuseppe Berardi, Nivea Men’s global marketing director said in a statement. “Every man gets more confident when he feels good: we developed a cream that is quick and easy to use, so the skin is replenished and looks cared for.”
The Hamburg, Germany-based consumer goods company registered 2014 net profits (excluding special factors) amounting to 581 million euros, or $772.3 million, and group sales equaling 6.29 billion euros, or $8.36 billion at average exchange. Sales of the Nivea brand, Beiersdorf’s top brand, grew by 6.2 percent last year.