Nivea Men celebrates 100th anniversary with limited-edition skincare
What started as a simple shaving cream in Hamburg in 1922 has developed into a global brand for men’s skin care products with sales of €1.1 billion in 2021. Beiersdorf's Nivea Men is celebrating its 100th anniversary this year with a limited edition retro collection.
In 1980, Nivea Men introduced its After Shave Balm, which was created after market researchers shifted their focus towards men. This developed a new category for the brand, which is still part of Nivea's best-selling products today.
In 1993, Nivea Men was the first label to introduce facial care products for men to the mass-market segment. Today, with a range of more than 120 items, Nivea Men accounts for around 20% of total Nivea sales. Looking ahead, the brand has "ambitious" plans for the future across sustainability, innovation and digitalisation.
To celebrate its 100th anniversary, Nivea Men has introduced a three-part limited-edition retro release of its Nivea Men Creme, Shaving Creme and After Shave Balm.
Grita Loebsack, Member of the Executive Board and President NIVEA, said: “The 100th anniversary of Nivea Men once again demonstrates the impressive history behind our brand icon Nivea. As the inventor of modern skin care, we also did pioneering work in men’s skincare. We are looking forward to preserving this legacy and leading Nivea Men into an even more successful future."
