Nivea: Die Kehrtwende der Kultmarke – von Premium zurück zur Masse
Die Strategie von Nivea, auf Spitzeninnovation statt günstige Cremes zu setzen, ist vorerst gescheitert. Jetzt muss Beiersdorf-Chef Warnery zurückdrehen, was ihn einst erfolgreich machte.
Beiersdorf's CEO Vincent Warnery is now facing the challenge of reviving the iconic skin care brand Nivea, which has seen a seven percent dip in sales in the first half of 2026. Warnery has mandated an 18-month turnaround plan for Nivea, signaling a shift away from the company's successful "premium" strategy. The problem lies not only in Nivea's declining market share but also in its image, with discounted offers frequently appearing in drugstore apps like dm and Rossmann.
Warnery aims to transform Nivea into a premium skincare brand by developing groundbreaking innovations, with products that command significantly higher margins than the traditional Nivea cream priced at just 2.45 Euros. However, the company has recognized that there's not always a market for premium skin care, and that profitable products like deodorant, shower gel, and body lotion have been neglected.
Expert Tabea Höllger warns that attempting to inject luxury codes into such a mass brand is difficult, and that Nivea's high prices and slow innovation pace are significant hurdles. The Derma division, which focuses on scientifically-proven skin care products, has seen a 7.8 percent increase in sales in the first half of the year, contrasting with Nivea's struggles.
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