Nivea at CIIE 2024: Innovating skincare, sustainability

Nivea returned to the 7th China International Import Expo (CIIE) in November for the first time in three years, signaling a renewed focus on the Chinese market following a brand refresh. The Beiersdorf-owned label introduced its refreshed brand vision, “Nivea is for Skin,” emphasizing inclusivity and authenticity, qualities that resonate in the booming skincare market. With younger generations driving skincare demand, Nivea is keen to strengthen its brand presence and relevance in China. “We aim to demonstrate our expertise and innovative capabilities in skincare, as well as our achievements to meet the high expectations of Chinese consumers for quality skincare products,” Member of the Executive Board, Beiersdorf Nivea President Grita Loebsack told Jing Daily for this partnership feature. The Chinese beauty and skincare market was valued at $67.18 billion (480 billion RMB) in 2023, with local brands now capturing more than 50% of market share, a 21.2% YoY increase. As Chinese consumers increasingly prioritize skincare, Nivea plans to leverage its long-standing reputation for innovation and consumer-focused solutions, which it has maintained since its founding in 1911. New vision Social commerce company Yaso’s recent China Next: A Changing Beauty Space report shows that Chinese consumers are increasingly discerning, often researching products extensively and prioritizing formulations with scientific backing. Key product highlights included the Nivea Luminous 630 Professional Multi-Brightening Super Serum and Nivea Men Hyrdramax, the latter targeting a growing male skincare segment, with men making up nearly half of beauty buyers on Douyin last year. For Gen Z, skincare purchases are a mix of quality, functionality, and emotional connection. Known for its signature blue packaging, Nivea now incorporates messages of natural, healthy skin and the power of authenticity, qualities that are particularly appealing to this younger demographic. “We believe that fostering mutual trust and emotional connections with them is key to our long-term presence in the market,” Loebsack says. “Skin gives us our identity, a sense of self-confidence and therefore empowers us to be authentic. With this claim, we underline that Nivea was, is, and continues to be the skin expert and the world’s most loved skincare brand.” Sustainability in skincare Part of Nivea’s goal to maintain its position as a global skincare leader involves underscoring its sustainability commitments. For many younger consumers, environmental and social responsibility is integral to brand loyalty. Beiersdorf was awarded a triple-A rating by the Carbon Disclosure Project (CDP) in 2022 and 2023. Last year, Beiersdorf was the only German company to receive the honor for achievements in climate action, forest protection and water conservation. It’s set ambitious environmental goals, including achieving net-zero emissions by 2045. Nivea’s second-largest global innovation center, located in Shanghai, focuses on sustainable product development. Innovations include lightweight, fully recycled or FSC-certified paper packaging and refillable or recyclable containers to cut down on plastic waste. Iconic products like Nivea Soft have also been reformulated to meet new environmental and clean skincare standards. In 2025, Nivea Soft will be upgraded to an eco-friendly and carbon-reducing formula, with a 40% reduction in CO₂ emissions compared to the old version. The new Nivea Creme’s packaging uses 80% recycled aluminum and can be recirculated. Building community connections At CIIE, Nivea highlighted its global social mission, the Nivea Connect program, which combats social isolation and promotes community bonding. Social isolation has been identified as a growing issue with significant impacts on mental and physical health. “Togetherness is in our DNA. By raising awareness about the issue and sharing insights, educating, and creating ways to connect, we fight social isolation,” Loebsack says. The brand intends to launch the program, active in 20 countries, to launch in China by the end of this year. “We’re looking to establish strategic alliances with local NGOs and businesses to collaboratively launch targeted initiatives. At the same time, we’ll engage the public through community activities, volunteer programs, and social media outreach,” she added. China’s beauty and personal care market is expected to reach $85.07 billion (607 billion RMB) by 2028, representing nearly one-sixth of global beauty sales. Despite fierce competition from local brands, Nivea is positioning itself to strengthen its market foothold through continuous innovation, responsiveness to local consumer preferences, and a commitment to sustainability and social impact.

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Nivea at CIIE 2024: Innovating skincare, sustainability