Paul Carl Beiersdorf
Pharmacist Paul C. Beiersdorf establishes the Company.
Beiersdorf's patent for medical plasters
The date of the patent document for the manufacture of medical plasters
is taken as the date of the Company’s formation – March 28, 1882.
Beiersdorf´s pharmacy in Hamburg´s Mühlenstrasse
Beiersdorf uses the patent to produce gutta-percha plasters in the
laboratory next to his pharmacy, laying the foundations for modern
Dr. Oscar Troplowitz
Pharmacist and businessman Dr. Oscar Troplowitz purchases the
Hamburg-based Company from its founder, Paul C. Beiersdorf. He
modernizes the production processes, makes first international contacts,
and significantly enlarges the Company.
Topping-out ceremony for Beiersdorf's new factory in Hamburg-Eimsbüttel.
Contract with the US trading company Lehn & Fink
The first international cooperation agreement is signed with US trading
company Lehn & Fink, providing the first business contact with the
Patent application for Eucerit
Patent application for Eucerit, (lit. "beautiful wax"), an emulsifying
agent. Made from lanolin, found in sheep’s wool, Eucerit is the basis
for Eucerin and, later on, for NIVEA Creme.
First Beiersdorf affiliate in London
A first overseas affiliate is established in London.
Launch of the Labello lip balm. The lip care product in the new sliding tube quickly becomes an international hit.
NIVEA Creme is introduced
NIVEA is born. Working closely together with chemist Dr. Isaac Lifschütz
and dermatologist Prof. Paul Gerson Unna, Dr. Oscar Troplowitz develops
the first stable skin cream based on a water-in-oil emulsion, using the
emulsifying agent Eucerit.
NIVEA Creme advertisement
Troplowitz names the product NIVEA, derived from the Latin word nix, nivis, meaning "white as snow".
Beiersdorf’s affiliates worldwide
The Company now does business with 34 countries, with 42% of sales being generated abroad.
An affiliate is founded in Austria.
Dr. Oscar Troplowitz
The death of Dr. Oscar Troplowitz and his co-shareholder Dr. Otto Hanns
Mankiewicz in 1918 necessitate several changes in Beiersdorf’s legal
form. The public company P. Beiersdorf & Co. AG is founded on June
Scene from the first NIVEA film "Eulalias Verjüngung"
NIVEA takes its first steps: NIVEA Creme's first commercial film is shown in German cinemas.
Share of Beiersdorf & Co Inc., New York
Beiersdorf establishes an affiliate in the USA.
Dr. Willy Jacobsohn
Beiersdorf becomes a public company. Willy Jacobsohn takes over as Chairman of the Executive Board.
First Hansaplast plaster
Hansaplast is launched on the market and revolutionizes wound care: It
is the first plaster to feature a gauze pad, allowing it to be used to
care for open wounds as well.
The plaster is based on Leukoplast, the zinc oxide plaster invented in 1901 by Dr. Troplowitz.
More than 500 people are employed in Hamburg.
NIVEA is relaunched in the classic blue tin
NIVEA gets a new design. In order to adapt to social changes in the
1920s, it is decided to give the NIVEA brand image a complete makeover.
The yellow-green tin with art nouveau elements is redesigned – the first
instance of a marketing concept that would be termed a "relaunch"
today. Not only the color and packaging design ...
NIVEA Creme advertisement
... but also the advertising strategy is changed completely. Leisure,
sports and nature play a central role in the new NIVEA profile.
Beiersdorf's international manufacturing
Beiersdorf's shares are listed on the Hamburg Stock Exchange for the first time. Over 20 Beiersdorf production sites are already in operation worldwide at this time.
Beiersdorf employees in Hamburg
Beiersdorf employs more than 1,400 staff on its 50th anniversary.
Beiersdorf Board in the 30ies
Under pressure from the National Socialists who had come to power, the
Jewish members of the Executive Board, headed by Dr. Willy Jacobsohn,
step down. Jacobsohn moves to Amsterdam, where he heads the foreign
affiliates until 1938, before emigrating to the USA. Under the
leadership of Carl Claussen, the Beiersdorf Executive Board succeeds in
steering the Company through the difficult Nazi period despite much
hostility from competitors.
Beiersdorf affiliate in Argentina
Beiersdorf's first South American affiliate is founded in Argentina.
Scene from the NIVEA film "Weiß in Blau"
Elly Heuss-Knapp, the wife of Theodor Heuss, the first President of the
Federal Republic of Germany after the War, works freelance for NIVEA,
designing key elements of its advertising, in particular its cinema and
radio advertising. She continues to work for Beiersdorf until the end of
the Second World War.
tesa is introduced as the umbrella brand for self-adhesive technology.
The first innovative product is its transparent adhesive film, later
known worldwide under the name tesafilm.
Destroyed Factory in Hamburg
The air raids on Hamburg cause heavy damage to both production plants and administrative buildings. At
the end of the Second World War, most of the Hamburg production plants
and administrative buildings have been destroyed. During the war, most
Beiersdorf affiliates in countries at war with Germany are expropriated.
Beiersdorf also loses its NIVEA trademarks here. Soon after the war,
Beiersdorf begins to buy back the trademarks.
Nevertheless, Beiersdorf generates sales of DM 30 million in the year in which the Federal Republic of Germany is founded.
PH5 Eucerin range
PH5 Eucerin is launched on the market. This innovative ointment focuses
on the importance of the skin’s own natural protective acid barrier in
maintaining good skin health. It is the basis for the Eucerin consumer
Beiersdorf introduces the first deodorizing soap that specifically
inhibits the growth of bacteria that decompose sweat. Juan Gregorio
Claussen – the longstanding Head of Advertising at Beiersdorf – develops
the catchy name 8x4 based on the name for the active ingredient, B32.
The new NIVEA tin
Birth of a design icon: the NIVEA tin gets its signature "Creme" logo, which remains its identifying feature to this day.
NIVEA milk advertisement, Greece
NIVEA milk – liquid NIVEA Creme in the form of an oil-in-water emulsion – is introduced for all-over body care.
A large number of affiliates and licensees expand Beiersdorf's international business in the course of the 1960s.
Main entrance to the Beiersdorf headquarter in Hamburg
Beiersdorf employs more than 10,000 people worldwide.
Introduction of the new Beiersdorf logo
Beiersdorf adopts a new company logo. For the first time, a design
manual specifies what the company logo, lettering, and corporate colors
should look like worldwide.
Launch campaign NIVEA Visage, Belgium
Launch of NIVEA Gesicht (later NIVEA Visage). Start of the steady
expansion of NIVEA as a brand for skin and beauty care through a large
number of subbrands with an international focus.
Focussing on core competencies
Beiersdorf begins implementing a strategic reorientation process,
focusing primarily on the core competencies of skin care, wound care,
and adhesive technology.
La Prairie advertisement
Acquisition of the La Prairie brand, which originated in the famous "La Prairie" clinic in Montreux, Switzerland.
NIVEA all over the world
As body care markets increasingly go global, NIVEA becomes the world’s
largest skin care brand by expanding into new areas of cosmetics,
standardizing NIVEA brand policy worldwide, and recovering its remaining
trademarks in countries such as the UK, Canada, South Africa,
Australia, New Zealand, and Israel.
A majority interest is acquired in Polish company Pollena-Lechia, now
known as NIVEA Polska SA. At this point all trademarks been repurchased
The Company's strategy is streamlined further to focus on a small number of strong consumer brands.
tesa becomes an independent affiliate
The new strategy allows tesa to become an independent affiliate,
enabling it to react more flexibly to consumers and industrial
Florena, based in Waldheim in Saxony, becomes a wholly-owned Beiersdorf
affiliate. The two companies originally cooperated under a "licensed
production" agreement before the fall of the Berlin Wall in 1989, and
intensified their ties following the reunification of Germany.
Tchibo becomes Beiersdorf's majority shareholder
In October a long struggle for the Allianz stake in Beiersdorf ends
happily for the Company. Tchibo Holding AG increases its shareholding
from 30.3% to an initial 49.9%, becoming Beiersdorf’s largest
shareholder. This prevents Beiersdorf AG from being split up. In order
to ensure that Beiersdorf remains in Hamburg, the city also temporarily
acquires a 10% stake. A new functional organization focusing on the
areas of brands, supply chain management, finance, and human resources
replaces the previous divisional organization.
The Beiersdorf Research Center in Hamburg
The new Skin Research Center opens in Hamburg. With more than 450
scientists, this is one of the largest and most advanced research
centers in Germany, and one of the most important in the world.
Beiersdorf CEO Thomas B. Quaas and Hamburg's mayor Ole von Beust
The world's first "NIVEA Haus" is opened on the Jungfernstieg street in the heart of Hamburg. Beiersdorf's sales exceed €5 billion for the first time.
Slek advertisement, China
In the year of the Company´s 125th anniversary, Beiersdorf acquires an
85% stake in C-BONS Hair Care, one of the leading companies in the
Chinese hair care market with a well-developed sales network in China.
Beiersdorf joins the DAX!
In December 2008, Beiersdorf is included in the leading German equity
index, the DAX, which comprises the 30 leading listed companies in
Wellness in the NIVEA Haus
Beiersdorf opens the NIVEA Haus on Berlin’s famous “Unter den Linden”
boulevard. This is the world’s third NIVEA Haus following the ones
opened in Hamburg and Dubai in 2006 and 2008 respectively. In line with
the needs of its metropolitan customers, the NIVEA Haus in Berlin, on a
space of over 500 sqm, provides brief cosmetic applications for
short-term relaxation and recovery.
Beiersdorf introduces the new Eucerin AQUAporin ACTIVE moisturizer,
developed using a Nobel Prize-inspired technology. As of fall the
aquaporin technology is step by step being integrated in various NIVEA
NIVEA Invisible for Black & White
Beiersdorf developed after intensive
research, along with textile experts from the prestigious International
Textile Institute Hohenstein, a deodorant that reduces stains: NIVEA
Invisible for Black & White, the most successful deodorant launch in
the history of Beiersdorf.
Happy Birthday NIVEA!
Happy Birthday NIVEA! With celebrations around the world and a
special campaign the NIVEA Creme celebrates its 100th anniversary.
Changes in Executive Board
Stefan F. Heidenreich is taking over from
Thomas-B. Quaas as CEO of Beiersdorf AG. Mr. Heidenreich has been a member of
the Executive Board since January 2012.
50 years after launch of the very first bodylotion in 1963 NIVEA transforms body care again with the launch of its In-shower Skin Conditioner range – a hassle-free way to moisturize while in the shower.