Thailand Edition 4 Nivea
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, using an effective combination of pioneering research, creativity and business expertise. NIVEA was part of Beiersdorf, a company in Hamburg, Germany that Dr Oscar Troplowitz had acquired earlier and expanded through revolutionary research. He and his team of chemists developed the first stable grease and moisture cream in the world and called it NIVEA, derived from the Latin niveus/nivea/niveum, meaning “snowwhite”. From there, the company succeeded in pioneering other skin care products that crossed different borders. Beiersdorf ’s Cosmed Division was established in Thailand in 1982. It first introduced the NIVEA brand with NIVEA Creme and NIVEA Skin Lotion, gaining wide acceptance among Thai consumers within a short period. As the local market continued to grow Beiersdorf expanded its operations and eventually opened its own factory in 1987, using the same principles that Dr Troplowitz believed in. Today Beiersdorf ’s state-of-the-art factory in Bang Plee has a manufacturing capacity of 31,000 tons per year, and is partly specialised to meet the needs of Asian consumers. It supplies Vietnam, Malaysia and Singapore as well as Australia and New Zealand. Its international success is due largely to its global strategy to make products as uniformly as possible on an international basis, yet tailoring them to meet the market’s specific needs.
Recent Developments Brand innovation is an integral part of NIVEA’s success, and at its core is a strong conviction that research and development are its backbone. In an industry that evolves rapidly and continuously the company invests heavily in research so it can use the most advanced technology to meet the changing preferences of consumers. For example, in 2010, NIVEA introduced NIVEA Body Whitening Serum, which is the first of its kind in Thailand. Consumers have been looking for a product that can answer several needs at once and the launch of this new serum demonstrates, once again, the importance NIVEA gives to developing pioneering products that offer outstanding quality. Its key innovations and breakthrough technology also make NIVEA a respected trendsetter in the skin and beauty care market. Most of the research is done at the Beiersdorf headquarters in Hamburg - one of the largest and most advanced skin research centres in Germany and one of the most important in the world. It employs some 550 people worldwide and had a budget of 6 billion Baht
Product NIVEA is proud of the wide range of top quality products it offers to consumers globally. Innovation, based on more than 125 years of expert research, is a key to its universal appeal and consistent popularity. Since its inception NIVEA has always listened to the demands of consumers and has successfully pioneered skin and beauty care products that deliver what they promise. There are six product categories under the NIVEA brand in Thailand: • NIVEA Body - favourite body lotion for the family’s skin care needs • NIVEA Visage specifically formulated to nurture facial skin • NIVEA For Men Thailand’s first line created specifically for men; number one in market share. • NIVEA Sun - top of
products maximum visibility. Specialised teams are dedicated to planning, developing and executing strategic activities, promotions and campaigns.
Brand Values The global campaign “Beauty is…NIVEA” was launched successfully in Thailand in 2009 to position NIVEA as the brand for skin and beauty care. The message is simple: Beauty means different things to different people and it is the only thing in the world that we see with our hearts as well as with our eyes. The campaign – geared to change women’s perception of themselves – falls perfectly in line with the essence of NIVEA’s brand identity, which can be summed up by the words “Live Your Beauty.” In Thailand NIVEA identified ten “beautiful” women with different stories to tell and whose beauty is defined by their actions. The brand’s core values are security, trust, closeness and credibility. These values have been respected and reinforced through the years, making NIVEA one of the most trusted names in the market. This is why more and more people think of NIVEA as their first choice for skin care.
www.nivea.co.th
Things you didn’t know about in 2008 alone. Scientific activities include both research about the skin and the development of new products on the basis of an in-depth understanding of what consumers are looking for.
Promotion NIVEA employs the 360-degree media campaign approach and recognises the importance of being innovative in terms of its message and content. All new channels of advertising are seriously considered and studied to determine where it will be the most effective. Today NIVEA is a top media spender in the Thai market. It uses all forms of customer awareness strategies to reach out to its target audiences. The emergence of new technologies has inspired NIVEA to engage in a wide variety of activities integrated into above-the-line and below-the-line campaigns designed to give its
NIVEA
NIVEA means “snow white” - a name derived from the Latin niveus/nivea/niveum. Dr Isaac Lifschutz discovered “Eucerit” - an emulsifier that for the first time ever, allowed fat and water to be combined into a long-lasting, stable base for ointments. This revolution in the medical field was the root of NIVEA’s success. Among key breakthroughs is the discovery of the endogenous coenzyme Q10, which prevents cell aging and wrinkle formation. Today it is the most commonly used anti-aging ingredient in the world. NIVEA Creme was the first NIVEA skincare product. Today it is available in 170 countries. Countless history and business graduates worldwide focus their master’s and doctoral theses on the success story of the cream. The blue NIVEA tin was born in 1925 and is still used today.
History The original NIVEA Creme was born in 1911, using an effective combination of pioneering research, creativity and business expertise. NIVEA was part of Beiersdorf, a company in Hamburg, Germany that Dr Oscar Troplowitz had acquired earlier and expanded through revolutionary research. He and his team of chemists developed the first stable grease and moisture cream in the world and called it NIVEA, derived from the Latin niveus/nivea/niveum, meaning “snowwhite”. From there, the company succeeded in pioneering other skin care products that crossed different borders. Beiersdorf ’s Cosmed Division was established in Thailand in 1982. It first introduced the NIVEA brand with NIVEA Creme and NIVEA Skin Lotion, gaining wide acceptance among Thai consumers within a short period. As the local market continued to grow Beiersdorf expanded its operations and eventually opened its own factory in 1987, using the same principles that Dr Troplowitz believed in. Today Beiersdorf ’s state-of-the-art factory in Bang Plee has a manufacturing capacity of 31,000 tons per year, and is partly specialised to meet the needs of Asian consumers. It supplies Vietnam, Malaysia and Singapore as well as Australia and New Zealand. Its international success is due largely to its global strategy to make products as uniformly as possible on an international basis, yet tailoring them to meet the market’s specific needs.
Recent Developments Brand innovation is an integral part of NIVEA’s success, and at its core is a strong conviction that research and development are its backbone. In an industry that evolves rapidly and continuously the company invests heavily in research so it can use the most advanced technology to meet the changing preferences of consumers. For example, in 2010, NIVEA introduced NIVEA Body Whitening Serum, which is the first of its kind in Thailand. Consumers have been looking for a product that can answer several needs at once and the launch of this new serum demonstrates, once again, the importance NIVEA gives to developing pioneering products that offer outstanding quality. Its key innovations and breakthrough technology also make NIVEA a respected trendsetter in the skin and beauty care market. Most of the research is done at the Beiersdorf headquarters in Hamburg - one of the largest and most advanced skin research centres in Germany and one of the most important in the world. It employs some 550 people worldwide and had a budget of 6 billion Baht
Product NIVEA is proud of the wide range of top quality products it offers to consumers globally. Innovation, based on more than 125 years of expert research, is a key to its universal appeal and consistent popularity. Since its inception NIVEA has always listened to the demands of consumers and has successfully pioneered skin and beauty care products that deliver what they promise. There are six product categories under the NIVEA brand in Thailand: • NIVEA Body - favourite body lotion for the family’s skin care needs • NIVEA Visage specifically formulated to nurture facial skin • NIVEA For Men Thailand’s first line created specifically for men; number one in market share. • NIVEA Sun - top of
products maximum visibility. Specialised teams are dedicated to planning, developing and executing strategic activities, promotions and campaigns.
Brand Values The global campaign “Beauty is…NIVEA” was launched successfully in Thailand in 2009 to position NIVEA as the brand for skin and beauty care. The message is simple: Beauty means different things to different people and it is the only thing in the world that we see with our hearts as well as with our eyes. The campaign – geared to change women’s perception of themselves – falls perfectly in line with the essence of NIVEA’s brand identity, which can be summed up by the words “Live Your Beauty.” In Thailand NIVEA identified ten “beautiful” women with different stories to tell and whose beauty is defined by their actions. The brand’s core values are security, trust, closeness and credibility. These values have been respected and reinforced through the years, making NIVEA one of the most trusted names in the market. This is why more and more people think of NIVEA as their first choice for skin care.
www.nivea.co.th
Things you didn’t know about in 2008 alone. Scientific activities include both research about the skin and the development of new products on the basis of an in-depth understanding of what consumers are looking for.
Promotion NIVEA employs the 360-degree media campaign approach and recognises the importance of being innovative in terms of its message and content. All new channels of advertising are seriously considered and studied to determine where it will be the most effective. Today NIVEA is a top media spender in the Thai market. It uses all forms of customer awareness strategies to reach out to its target audiences. The emergence of new technologies has inspired NIVEA to engage in a wide variety of activities integrated into above-the-line and below-the-line campaigns designed to give its
NIVEA
NIVEA means “snow white” - a name derived from the Latin niveus/nivea/niveum. Dr Isaac Lifschutz discovered “Eucerit” - an emulsifier that for the first time ever, allowed fat and water to be combined into a long-lasting, stable base for ointments. This revolution in the medical field was the root of NIVEA’s success. Among key breakthroughs is the discovery of the endogenous coenzyme Q10, which prevents cell aging and wrinkle formation. Today it is the most commonly used anti-aging ingredient in the world. NIVEA Creme was the first NIVEA skincare product. Today it is available in 170 countries. Countless history and business graduates worldwide focus their master’s and doctoral theses on the success story of the cream. The blue NIVEA tin was born in 1925 and is still used today.
