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NIVEA Deo - First to Introduce Whitening Deodorant in Thailand Using Breakthrough Technology

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NIVEA Deo - First to Introduce Whitening Deodorant in Thailand Using Breakthrough Technology mind in sun protection; number one in market share. • NIVEA Deo - first to introduce whitening deodorant in Thailand using breakthrough technology. • NIVEA Lip Care - first lip care line in Thailand; market leader Throughout the years over 1.4 billion pieces of different NIVEA products have been produced for Thai consumers. It is the first, and only, brand with a product range that covers “top to toe” for all ages, ranges and genders. HISTORY The original NIVEA Creme was born in 1911, RECENT DEVELOpmENTS using an effective combination of pioneering Brand innovation is an integral part of NIVEA’s research, creativity and business expertise. NIVEA success, and at its core is a strong conviction that was part of Beiersdorf, a company in Hamburg, research and development are its backbone. In Germany that Dr Oscar Troplowitz had acquired an industry that evolves rapidly and continuously earlier and expanded through revolutionary the company invests heavily in research so it can research. He and his team of chemists developed use the most advanced technology to meet the the first stable grease and moisture cream in changing preferences of consumers. the world and called it NIVEA, derived from For example, in 2010, NIVEA introduced the Latin niveus/nivea/niveum, meaning “snow- NIVEA Body Whitening Serum, which is the first white”. From there, the company succeeded in of its kind in Thailand. Consumers have been pioneering other skin care products that crossed looking for a product that can answer several products maximum visibility. Specialised teams are different borders. needs at once and the launch of this new serum dedicated to planning, developing and executing Beiersdorf’s Cosmed Division was established demonstrates, once again, the importance NIVEA strategic activities, promotions and campaigns. in Thailand in 1982. It first introduced the NIVEA gives to developing pioneering products that brand with NIVEA Creme and NIVEA Skin offer outstanding quality. Its key innovations and BRAND VALUES Lotion, gaining wide acceptance among Thai breakthrough technology also make NIVEA a The global campaign “Beauty is…NIVEA” was consumers within a short period. As the local respected trendsetter in the skin and beauty care launched successfully in Thailand in 2009 to market continued to grow Beiersdorf expanded market. position NIVEA as the brand for skin and beauty its operations and eventually opened its own Most of the research is done at the Beiersdorf care. The message is simple: Beauty means factory in 1987, using the same principles that headquarters in Hamburg - one of the largest different things to different people and it is the Dr Troplowitz believed in. Today Beiersdorf ’s and most advanced skin research centres in only thing in the world that we see with our state-of-the-art factory in Bang Plee has a Germany and one of the most important in the hearts as well as with our eyes. manufacturing capacity of 31,000 tons per year, world. It employs some 550 The campaign – geared to change women’s and is partly specialised to meet the needs of people worldwide and had perception of themselves – falls perfectly in Asian consumers. It supplies Vietnam, Malaysia a budget of 6 billion Baht line with the essence of NIVEA’s brand identity, and Singapore as well as Australia and New which can be summed up by the words “Live Zealand. Your Beauty.” In Thailand NIVEA identified ten Its international success is due largely to its “beautiful” women with different stories to tell global strategy to make products and whose beauty is defined by their actions. as uniformly as possible on an The brand’s core values are security, trust, international basis, yet tailoring closeness and credibility. These values have been them to meet the market’s respected and reinforced through the years, specific needs. making NIVEA one of the most trusted names in the market. This is why more and more people PRODUCT think of NIVEA as their first choice for skin care. NIVEA is proud of the wide range of top quality products www.nivea.co.th it offers to consumers globally. Innovation, based on more than 125 years of expert research, is Things you didn’t know about a key to its universal appeal and in 2008 alone. Scientific activities include both NIVEA consistent popularity. Since its inception NIVEA research about the skin and the development has always listened to the demands of consumers of new products on the basis of an in-depth NIVEA means “snow white” - a name derived from and has successfully pioneered skin and beauty understanding of what consumers are looking for. the Latin niveus/nivea/niveum. care products that deliver what they promise. Dr Isaac Lifschutz discovered “Eucerit” - an emulsifier There are six product categories PROMOTION that for the first time ever, allowed fat and water under the NIVEA brand in NIVEA employs the 360-degree media to be combined into a long-lasting, stable base for Thailand: campaign approach and recognises the ointments. This revolution in the medical field was • NIVEA Body - favourite body importance of being innovative in terms of the root of NIVEA’s success. lotion for the family’s skin care its message and content. All new channels Among key breakthroughs is the discovery of the needs of advertising are seriously considered and endogenous coenzyme Q10, which prevents cell • NIVEA Visage - studied to determine where it will be the aging and wrinkle formation. Today it is the most specifically formulated most effective. commonly used anti-aging ingredient in the world. to nurture facial skin Today NIVEA is a top media spender in NIVEA Creme was the first NIVEA skincare product. • NIVEA For Men - the Thai market. It uses all forms of customer Today it is available in 170 countries. Countless Thailand’s first line awareness strategies to reach out to its target history and business graduates worldwide focus created specifically for audiences. The emergence of new technologies their master’s and doctoral theses on the success men; number one in has inspired NIVEA to engage in a wide variety story of the cream. market share. of activities integrated into above-the-line and The blue NIVEA tin was born in 1925 and is still • NIVEA Sun - top of below-the-line campaigns designed to give its used today..
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