With a value of $2,692 Million, there is no doubt as to why Nivea is on the World’s Top 100 Brands list by Businessweek. Today, Nivea is undoubtedly one of the largest skin and body-care product company in the world. Its owned by the German company, Beiersdorf, and was started in 1911 when Beiersdorf “developed a water-in-oil emulsifier as a skin cream.” After WWI was when Nivea got its signature blue tin and white logo. As the 1930’s came around, Suntan lotions, shaving creams, shampoo and facial toners joined the product lineup. Following WWII, Nivea’s trademark was expropriated among many countries and Beiersdorf successfully regained the trademark rights in 1997, nearly 50 years after they were first expropriated. Beiersdorf has over 17000 Employees and is located in Europe, America (North, South & Central), as well as Asia, Australia and Africa. Although Europe accounts for almost 72% of its sales globally, Nivea is a company that has grown to become a very reputable brand globally.
Although its profit (after taxes) is forecasted to drop by almost 75%, Beiersdorf is still in great shape considering the benchmark is their own income statement from the year before. Looking at the income statement above, we notice that last years income statement includes 371 million Ã¢â€šÂ¬ due to the sale of BSN medical. Overall, Nivea is a great brand that has seen growth since its inception in 1911 and the dedication towards quality and market renovation has led Nivea to be one of the most recognizable brands in the world.