By Kirsty Doolan
German beauty & health multinational Beiersdorf took six years to develop a new version of its flagship Nivea product using 99% natural-origin ingredients.
Key takeaways on Beiersdorf reformulating NIVEA Crème
. New line extension: NIVEA Creme Natural Touch uses 99% natural- origin ingredients.
. Sustainability focus: 95% recycled aluminium tin and 99.9% biodegradable formula.
. Innovation journey: Six years of research, 2,100 prototypes, and 10,000 consumer tests.
NIVEA Creme Natural Touch is the first line extension of the iconic blue tin. The vegan formula is made with 99% natural-origin ingredients and was created to respond to growing consumer demand for more sustainable skin care, and as part of the firm’s Climate Care strategy and Net Zero ambition by 2045.
Beiersdorf’s General Manager for Germany and Switzerland, Christian Haensch, said the company’s goal was to create a more sustainable version of its iconic NIVEA Creme, which he noted many customers have “an emotional connection with.”
“NIVEA Creme Natural Touch is more than just a line extension; it reflects our commitment to innovation and responsibility as part of our Net Zero 2045 roadmap, showing how tradition and innovation can go hand in hand,” he said.
