Nivea Review

​When looking at the skin care products in Wal-Mart, a customer can get overwhelmed when choosing which brand to use. As consumers we have more than a handful of skin care brands to choose from, for instance there is Olay, Avon, Neutrogena and Nivea. “Nivea is one of the largest skin care brands in the world and the most trusted” (Beiersdorf, 2015). To illustrate how Nivea is such a successful international business, you must first understand how they achieve customer’s expectations, how their brands stay consistent and how they react to differences in regions.

Local Culture Needs

​A company’s global success always begins locally and Nivea does just that by “tailoring to meet the individual needs and wishes of consumers” (Beiersdorf, 2014). Stated on Nivea’s website, “being close to consumers at a local level is crucial to being able to in corporate changing expectations into product development flexibility and quickly which corresponds with our ultimate goal, which is to rapidly identify what customers want and to meet their needs with corresponding skin care products” (Beiersdorf, 2015). Currently Nivea has six main product categories: Nivea Body Care, Nivea Face Care, Nivea Sun Care, Nivea Men, Nivea Deodorant and Nivea Bath Care.

​To meet the needs of different cultures around the world Nivea would have to small changes to their products. Since Nivea is a European company their products and marketing approach can be similar around the globe. European settlers populate all the United States, Canada, Latin America, and South America. “This means that many people have the light skin tone so many of the products sold in Germany can be sold with little to no adaption in these markets” (Beiersdorf, 2014). As Nivea moves farther away from these cultures they have more of a need for adaption, for instance African nations have a much darker skin tone, which would call for more moisturizer and sun protectant products. When Nivea sells in Asian markets they are focusing on the yellow skin tones that calls for more moisturizer than sun blocking products. Another factor that plays a big part is where each country is located, for instance in Alaska it does not get very hot and sunny so they wont have much of a need for sun protection as they do moisturizer.

Consistent Brand

​Companies often undergo changes that can reflect badly on their products. For instance, changing a logo can confuse customers when they are unable to find a product because the appearance has changed. “The rollout of the new Nivea logo and design, which began in 2013, has successfully created a more consistent and eye catching brand image, which has significantly strengthened the brands identity and positioned Nivea successfully and sustainably” (Beiersdorf, 2014). Customers enjoy have a company that has a consistent appearance and a