The history of NIVEA Creme and its sentimental value
There are beauty products that don't just belong in our bathrooms, but in our memories. The blue metal packaging of NIVEA Cream It was always there, at home, on vacation, in our childhood. It was the cream we trusted without a second thought, a constant of care that was passed down from generation to generation.
Today, Beiersdorf presents the NIVEA Cream Natural Touch, the first line extension of the iconic blue cream, bringing a more modern, responsible approach to daily care, without altering its character.
The news NIVEA Cream Natural Touch It features a vegan formula with 99% ingredients of natural origin and 100% oils of natural origin, such as sunflower, rapeseed and shea butter. It was created to meet the modern need for more responsible skincare products, while maintaining the familiar texture, scent and caring feeling that we have all associated with NIVEA Creme.
What is NIVEA Creme Natural Touch?
As Christian Haensch, General Manager of Beiersdorf for Germany and Switzerland, points out, the company's goal was to create a more sustainable version of NIVEA Creme that combines responsible care and proven quality, while honoring the strong emotional bond that consumers have with the product.
From tradition to modern, responsible care
For over 100 years, the blue NIVEA Creme packaging has been a global symbol of trust. In 2024 alone, four cans of NIVEA Creme were sold every second worldwide, proving that the original formula remains unchanged over time, even as consumer needs evolve.
The development of NIVEA Creme Natural Touch was based on six years of research, with more than 2,100 prototypes and tests on over 10,000 consumers. The biggest challenge was to maintain the familiar sensory experience while also achieving sustainability goals. The result is a cream that convinces in both quality and performance, without compromise.
Beiersdorf’s philosophy of responsible and meaningful innovation is also reflected in the environmental footprint of the new cream. Its composition is almost completely biodegradable, while the iconic metal packaging is largely made from recycled aluminum, contributing to reducing the company’s environmental impact and the company’s Net Zero strategy by 2045.
OR NIVEA Cream Natural Touch is released by January 2026, starting in Germany, where the NIVEA story was born more than 100 years ago. A new chapter begins, proving that tradition and innovation can coexist with complete naturalness.
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