“Since 1925, the color NIVEA Blue, as it is used on the legendary blue NIVEA Creme tins for example, has stood for the brand values of NIVEA: Trust, Closeness and Care. It is the “face” of the brand and the foundation for the global design language of NIVEA products,” says Board Member Ralph Gusko.
In the over 100-year history of the NIVEA brand the iconic blue has played a decisive role. In 1925, it was introduced by Juan Gregorio Clausen, Head of Advertising at Beiersdorf at the time, in order to adapt the design of the NIVEA Creme tin to the modern zeitgeist. The previous tin was still oriented on the Art Nouveau style popular at the turn of the century. Perhaps Clausen intuitively chose the colors of the sea and the sky because he was a former sailor. Today the entire global design of NIVEA is oriented on the blue brand identity, which offers very high recognition value.