NIVEA Hand relaunch: a new icon for the NIVEA family

21 November 2016

NIVEA Hand relaunch: a new icon for the NIVEA family

Improved formulas and a packaging that is as practical as a tube yet a pleasure to touch - this is the new NIVEA Hand Care. The reworked state of the art hand formulas offer 24 Hour protective care for busy hands. The new design of the creams is shaped like a pebble. Soft, without any sharp edges or corners. A special material has been used to give it a soft feel and to ensure that it is easy to squeeze at the same time. Thanks to this, it is as functional as a tube, but still a hand-charmer. Besides, the range introduces a new member to the blue NIVEA family: the intensive care hand cream is the core of the range and an extension of the blue care line at the same time.

The team looks back on project

Besides developing new formulas, the development of the innovative packaging was a real challenge and great teamwork across different functions. We have asked the core team members from Research & Development, Project Planning, SC, Packaging, Technical Development to tell us about the most satisfying parts and the biggest challenges regarding this project.

To create a point of difference in a category that has not seen innovations in the last few decades was a very satisfying part for us when working on this project. And, of course, to extend the blue core into Hand Care, especially with the launch of the intensive care variant. It makes us really proud.

GBU Hand Team

The Relaunch is not only about the new beautiful tottle with its amazing soft touch feeling. It is also about wonderful new formulas and a completely new supply chain set-up and of so many people being involved with the same high commitment to the project. Fill hand creams in tottles was not a trivial challenge. It involved among many other things of tweaking the filling line, fitting the new packaging tools, fine-tuning the formulas and a dedicated team.

Kerstin Plath, Project Leader

For me, the most satisfying moment was, when in Beiersdorf Manufacturing Tres Cantos the bottles were running on the line and the whole team was satisfied and proud of the result! We had made so many assumptions, pre trials and optimization loops - and finally, we found for everything a satisfying solution. It made me really proud.

Jens Donath, Mecanical Engeneering Lead

We have always said that the new packaging should be as practical as a tube yet a pleasure to touch. When you touch the new packaging for the first time, you are surprised how soft and flexible it is. In order to achieve this soft and flexible packaging, we had to do a lot of tests, also in combination with the new formulas. It was really challenging.

Regine Werner, Packaging Lead

One aim was to develop formulas free of paraffin. Therefore, the first challenge was to find out which soft touch materials were compatible with alternative emollients. We started developing the formula after having investigated the interactions of several emolliants with various soft touch materials with the great support of Frank Hetzel's team.

Christiane Meyer, R&D Lead

The NIVEA Hand Care Range comes with five variants:

NIVEA Intensive Care Hand Cream with almond oil soothes and intensively nourishes dry hands.
NIVEA Smooth Care Hand Cream with shea butter makes hands irresistibly smooth all day long.
NIVEA Express Care Hand Cream has an ultralight formula with natural sea minerals.
NIVEA Anti-Age Care Hand Cream with Q10 and UV filters visibly reduces the first signs of aging with regular use.
NIVEA Repair&Care Hand Cream with dexpanthenol instantly relieves the feeling of extra tightness and dryness.

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