Nivea Shower
Marketing networks extend to chemists and hairdressers. They also exceed the boundaries of Germany as nivea shower launches in 1932, its cream in France. But its expansion is impeded from 1933, the year Hitler came to power. Beiersdorf is then classified as a "Jewish company" and its products are boycotted. At the end of the Second World War, Beiersdorf, like many other German companies, is seen confiscating all its foreign subsidiaries, in respect of war damage. Confiscatory measure that could give a halt to its expansion. Yet, since 1946, with the revolution of Bikini, nivea shower has developed a range of protective creams and milks. 1960: nivea shower Visage no longer the name of a single product but of a complete range for the offering facial moisturizer and then a milk cleanser. Follow the lotion (1966) and toner (1967). In 1979, nivea shower Visage range diversifies, based on the concept of product differentiation according to skin types, dry, normal, oily. . Other markets are invested: shampoo, bath and care for child, a baby line. With the acquisition of Lesourd, Beiersdorf is entering the market with the brand of makeup Lilian France, marketed since 1974. Second revolution when nivea shower introduced, first in Switzerland in 1994 and in France the following year, the range nivea shower Vital. This launch, designed for mature skin, is the development of "complex vitamins. nivea shower Vital intends to prevent the visible signs of aging skin by providing a range in which the action aims to stimulate cell renewal. Customers, women aged 50 and over, is a prime target since 2010, they represent 40% of women. It is under the new brand, nivea shower Cosmetics, the group launched in 1997, a full range of high-end makeup: lipstick, nail polish, eyeshadow and foundation, promoted by Helen Clay model exclusive brand, and since 1999 by Veronika. The world has long Nivea extends to other segments of the cosmetics market: solar products from 932, Nivea Sun baptized in 1993; care for hands in 1962 for the body in 1977 taking the name of Nivea Body in 1992; hygiene products (soap, bath, shower) future Nivea Bath Care 1998; NIVEA Deodorant in 1993. For very young generations, nivea shower renamed in 1996 babivi (1958) by nivea shower Baby, a new range not only French but international. For teenagers who would not identify with their mother's favorite product, even their grandmothers, nivea shower their offers, since 1996, nivea shower Soft. Its turnover reached worldwide in 1990, 3. 5 billion francs. Effect of brand extension, sales more than tripled to 13 billion in 2000. . . .
