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Return to the past. Nivea’s new packaging.

 
New packaging for Nivea cosmetics is inspired by the original design dated back to 1911, which is supposed to increase the brand recognition among the consumers.

 All Nivea products for face and body care are soon to get new packaging inspired by the iconic blue box dated back to 1911. This way, Beiersdorf - Nivea cosmetics manufacturer is hoping to increase the brand recognition and consistency.

 

“New communication language of Nivea has been established from scratch, in order to become a tangible expression of brand values such as skin care, trust and expertise, even before the packaging is opened. About two-thirds of purchasing decisions are made by the display shelf. High recognition of the new communication language created by Nivea will make it easier for the consumers around the world to locate the brand product they are looking for” – commented Ralph Gusko, member of the executive board for brand and supply chain in Beiersdorf. When preparing the new packaging, held in characteristic navy blue colour with embossed logo, Beiersdorf cooperated with a renown industrial designer Yves Béhar, who commented his involvement as follows: “What attracted me the most in this project was the enormous emotional potential of Nivea brand along with its 100-year heritage.” New packaging for Nivea products has been gradually appearing on Polish market since the beginning of the current year and are going to be introduced until the end of year at the latest.

 

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Editor's note

Who are we?

It protects, expands the expiry date, persuades. Packaging. Influenced by an intriguing design, often we decide to buy something on impulse, that wasn’t to be found on our shopping list. We are tempted by their beautiful forms, intrigued by embossed printing made by innovative, cutting-edge technology and by the use of unusual materials.

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