Nivea Beauté packaging gets new look

By Simon Pitman

- Last updated on GMT

The rebranding of Beiersdorf's Nivea Beauté range has involved a
comprehensive re-design of the brand logo and packaging by German
company DieterBakicDesign.

According to the company, which has been working within the cosmetics field for over 30 years with names such as Estee Lauder and Kanebo, the design follows the identity of the brand which celebrates beauty, simplicity and functionality - characteristics that have helped the Nivea name become one of the world's leading mega brands.

In fact Nivea is marketed as one of the world's largest traditional brand in the cosmetics industry, which means that getting the brand identity and packaging just right is no fly-by-night thing.

The Nivea Beauté colour cosmetics range was first launched in 1997 and is now available in most European countries, where it generally holds a dominant market position in each.

Earlier this year Nivea Beauté was relaunched with a new logo and packaging designed by the Munich-based designer Dieter Bakic and his team with the aim of building on this positioning.

Like no other industry, packaging is crucial to the positioning and image of a cosmetics brand, which is why giving a brand a 'creative lead' is so important in this sector.

However, as DieterBakicDesign explained, there were challenges involved with the redesign, namely the contradiction between Nivea's unpretentious image and the non-natural character of the make-up category.Reflecting on the problem, the design team decided to incorporate Nivea's slogan 'adding beauty to care', with the element of care being incorporated into the branding on the cosmetics range.

As a consequence, the company says that the branding concentrates on appealing to active women with jobs and daily routines, rather than focusing on an unobtainable beauty image.

The result is that the packaging design has identified with the round shape of the classic Nivea tin, which means that the cosmetics range taps into the nostalgic aspect of the brand, while updating the branding with a more contemporary look.

Old and new also comes into play with the colour scheme, which relies on the traditional 'shimmering airy blue' that the Nivea brand has come to be identified with. According to the designers this helps to give the range a 'pure and precious quality', which the consumers is likely to both identify with and value.

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