We love Nivea for their ridiculously reasonable prices, hardworking formulas and cult packaging. After all beauty products don’t get much more classic than the delicious Nivea Crème with its blue foil sealed pots and classic scent. Nivea Protect and Bronze meanwhile, is one of our staple summer heroes and it’s a rare occasion that Nivea Lip Butter tins are not in our handbags.
Nivea's new design
And with this in mind it’s pretty exciting news that the 101 year old skincare brand has just revealed the initiation of a packaging makeover from the reknowed sustainably-focused designer Yves Béhar. Ralph Gusko, of Nivea’s executive board explains that the rebrand was much needed after the brand experienced a massive growth which simultaneously presented a visually confusing series of options to consumers. “We lost our Nivea-ness,” explained Gusko. “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 Nivea design through the years
And news just in reveals that the sparkling new brand logo is set to be a blue circle with white Bauhaus-inspired lettering which emulates the iconic Nivea tin container and will appear on all product packaging - A move which will require reproducing packaging for the entire 1600 part product line during 2015. Yikes!
In order to bring abouit the perfect redesign, Béhar made around 30 trips to Germany to meet the brand. “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. There is also a new bottle shape which resembles an old-fashioned milk bottle, hinting at the idea of nourishment, said Béhar.
We reckon its also pretty great news that this new bottle shapes will also result in tighter packing, fewer shipping materials and optimized transportation. All very exciting stuff… But which is your favoroite Nivea Product ever?