Abstract
Nivea is the number one brand in the world for its skin and body care products and cosmetics.
Nivea belongs to Beiersdorf, a German company that represents 70% of its turnover in the market.
The brand Nivea was created in 1911 when Dr. Oskar Troplowitz got the first emulsion of oil in water. A dermatologist recommended him to add several ingredients such as citrus fruits, lavender and rose. Oskar Troplowitz named this cream Nivea, from the Latin "nix nivis", which means snow.
In this first part of our report, we will focus on Nivea's environment. The way a brand functions is mostly defined by its environment, which can be internal or external (demographic, political, economic, natural and cultural). Firstly, we will focus on the external environment of this brand.
