NIVEA skin and body care products - retaining popularity.

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Introduction

It takes a number of positive factors to retain and strengthen the popularity and success of a trademark throughout generation. In 2003, NIVEA can look back over 92 years of tradition. The wealth of experience of this long and successful tradition is today coupled with very innovative orientation of the trademark. And two elements in particular – tradition and innovation – strongly influence and embody today’s character of the NIVEA brand.

The way we use our NIVEA skin and body care products today may be familiar but it is interesting to give some thought to how our forefathers viewed personal hygiene. Personal hygiene in ancient times not only demanded great attention and time, it was seen as hygiene in medical sense as well as having spiritual meaning. Oiling of the skin was the ideal beauty treatment that resulted in a clean and smooth skin. Both men and women used a black paste known as “kohl”, which is an original form of today’s eye pencils. Reddish face make-up, equivalent to our present-day blusher, came from raddle, an iron hydroxide mineral. The raddle or red ochre was also used as a colour pigment for a lip colour that forms the base for modern lipstick.

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In course of history, times changed from a period in which beard was admired and considered “manly” to “beardless” period. During this period barber’s business grew. The barber’s client resigned himself to his fate with a fearful, tense posture. His mouth appeared to be agonized and there were frequent cuts from such unpleasant tools being used. Even after the invention of the Gillette wet shaving device, in 1901, people continued to go to a barber because the danger of injury wasn’t still ruled out. People were in desperate need of a crème which could make the bristles soft and the ...

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