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Nivea launchs a special edition for Christmas

Posted on: novembre 7, 2011

Last year, one month before Christmas, brands were looking for a new way to seduce consumers, offering limited offers of one of its products. Nivea was not an exception and suggested a limited edition of its “classic cream” under a new packaging. It chose to add on its legendary cover, ice crystals and twinkling stars.  Those elements remembered the origin of the word “Nivea” which means snow in Latin.

This year, Nivea will launch a special edition. Indeed, for the Valentines’ day and until the Mother’s Day, the brand will present on its blue covers, emoticons. This limited edition will be on sale from the February 1st to the April 30th 2012. Those emoticons, are they really attractive for you ?

For me, the packaging is not really attractive. I think that, even if the brand plays on its famous blue and white look, which didn’t change a lot since its launch in the twenties, is not really modern and innovative.

First modern skin care cream of the 1910s, Nivea knows an immediate success. Sold first in pharmacies, the box was yellow, symbol of the women’s fair complexion. It is in the 20s that the box will become blue. Its recognizable fragance,provokes souvenirs.


The brand is now focusing all its strategy on its know how and sells each year, around 100 millions of blue boxes ! However, the brand is now associated its old know how and sucess to a young and famous singer, Rihanna. For its 100 years old, the brand decided to have the beautiful Rihanna as muse.

With the Rihanna‘s help (who accepted to pose nude), the brand hoped to attract new generations. The new face will sing its song ‘Loud” in the commercial of the brand. Also, I think it could be interested to Nivea, to think about a new packaging, more modern, giving it a young touch…


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