August 21 2014

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Drugstore Discovery of the Week: Dear Nivea…


There are few brands that can lay claim to my absolute and unwavering devotion, but Nivea is one of them. Its classic lotion in the navy blue bottle remains one of my earliest beauty memories: My grandmother had one perched on a cluttered shelf in her bathroom in Italy, as did my mom in the U.S. years later, and I’ve been happily carrying on the tradition ever since. Chalk it up to the cream’s silken, melt-into-your-skin consistency and that signature scent that smells exactly the way a moisturizer should—clean and unobtrusive. This year is an important one for the drugstore mainstay, as it celebrates its 100th birthday. Originally launched in 1911 in a pale yellow-hued tin covered in Art Nouveau-style scrolls, the lotion brand has enjoyed many milestones: the introduction of the first product for men, a shaving soap, in 1922; the launch of its universally recognizable blue container in 1952; an entire baby range in 1960; and the discovery of an anti-wrinkle miracle worker, Co-Q10, in 1998. Though the company’s advertising strategy has changed since its humble European beginnings—Nivea recently signed Rihanna as a brand ambassador, but its first “models” were trios of young boys and girls cast because they looked healthy, not jaw-droppingly beautiful—the overall goal with the product range hasn’t wavered: to help create natural-looking, radiant skin. Consider this a little love letter; Nivea, thanks for sticking around.

Photo: Courtesy of Nivea

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