Nivea Men marks 100th anniversary with limited edition set

By Alessandro Carrara 6-Jun-2022

Nivea, which started out by selling shaving cream in Hamburg in 1922, said it has ‘ambitious’ plans for the future in the areas of sustainability, innovation and digitalisation

Sales of  Nivea products topped €1.1bn in 2021

Sales of Nivea products topped €1.1bn in 2021

Nivea Men is celebrating its 100th anniversary this June.

To commemorate the event, the Beiersdorf brand has introduced a three-part limited edition set of creams to be sold in the UK and Germany.

The set includes a creme, a shaving creme and an aftershave balm.

“The 100th anniversary of Nivea Men once again demonstrates the impressive history behind our brand icon Nivea,” said Grita Loebsack, Nivea’s newly appointed President and executive board member.

“As the inventor of modern skin care, we also did pioneering work in men’s skin care,” she added.

“We are looking forward to preserving this legacy and leading Nivea Men into an even more successful future.”

Nivea, which started out by selling shaving cream in Hamburg in 1922, saw sales of €1.1bn in 2021.

Beiersdorf said Nivea Men makes a ‘significant’ contribution of around 20% to total sales.

The company added it has ‘ambitious’ plans for the future in the areas of sustainability, innovation and digitalisation.

Grita Loebsack was appointed as President of Nivea in January 2022.

Loebsack joined the brand from luxury sunglasses maker EssilorLuxottica, where was Essilor’s Chief Marketing Officer.

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She has also held management roles at Unilever and L’Oréal, the latter of which she worked with for 16 years, having joined in 1996.

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