--- title: "Partner from Head to Toe: Over Two Decades of NIVEA" url: https://justblue.de/en/works/nivea/ date: 2025-07-15 modified: 2026-09-29 author: "Sophie" image: https://justblue.de/wp-content/uploads/2025/07/justblue_NIVEA_Teaser-scaled.png type: works lang: en --- # Partner from Head to Toe: Over Two Decades of NIVEA ## What it’s about For nearly 20 years, we’ve been a trusted creative partner for NIVEA – working as part of their international agency pool across all product categories and global markets. What began with a successful pitch for NIVEA Hair Care has evolved into a long-standing collaboration that continues to this day. Products 500 + Categories 13 Countries 170 ![](https://justblue.de/wp-content/uploads/2025/07/justblue_NIVEA_Phoenix-scaled.png) ![](https://justblue.de/wp-content/uploads/2025/07/justblue_NIVEA_Phoenix_Shea.png) ![](https://justblue.de/wp-content/uploads/2025/07/justblue_NIVEA_Phoenix_Hydration.png) ![](https://justblue.de/wp-content/uploads/2025/07/justblue_NIVEA_Phoenix_Aloe.png) ![](https://justblue.de/wp-content/uploads/2025/07/justblue_NIVEA_RepairCare-scaled.png) ![](https://justblue.de/wp-content/uploads/2025/07/justblue_NIVEA_ReapairCare_Tub-scaled.png) From Face Care to Sun, from global innovation projects to limited editions – our role extends far beyond packaging design. We support NIVEA holistically: as a strategic creative partner in innovation processes, as a conceptual lead for brand storytelling, and as a design agency for global rollouts. Always with a deep awareness of regional market needs, cultural visual habits, and the global character of the brand. Our goal: to make brand identity visible – consistently, meaningfully, and with a clear sense of context. ![](https://justblue.de/wp-content/uploads/2025/07/justblue_NIVEA_BlackWhite-scaled.png) ![](https://justblue.de/wp-content/uploads/2025/07/justblue_NIVEA_Men_DEEP-scaled.png) ![](https://justblue.de/wp-content/uploads/2025/07/justblue_NIVEA_Men_Dry_Impact.png) ![](https://justblue.de/wp-content/uploads/2025/07/justblue_NIVEA_Dry_Comfort-05-scaled.png) ![](https://justblue.de/wp-content/uploads/2025/07/justblue_NIVEA_Dry_Comfort-04.png) One of our longest-running focus areas is the Face Care category. Over the years, we’ve co-developed and designed numerous products – across the women’s and men’s skincare ranges – ensuring both range differentiation and strong shelf consistency for the brand. ![Background image](https://justblue.de/wp-content/uploads/2025/07/justblue_NIVEA_Cream-1024x392.png) ![Background image](https://justblue.de/wp-content/uploads/2025/07/justblue_NIVEA_Cream-1024x392.png) ![](https://justblue.de/wp-content/uploads/2025/07/justblue_NIVEA_Facewash.png) ![](https://justblue.de/wp-content/uploads/2025/07/justblue_NIVEA_Mood.png) ![](https://justblue.de/wp-content/uploads/2025/07/justblue_NIVEA_BB_Cream-1.png) ![](https://justblue.de/wp-content/uploads/2025/07/justblue_NIVEA_Men_Face_01-scaled.png) ![](https://justblue.de/wp-content/uploads/2025/07/justblue_NIVEA_Men_Face_07-scaled.png) ![](https://justblue.de/wp-content/uploads/2025/07/justblue_NIVEA_Men_Face_06-scaled.png) ![](https://justblue.de/wp-content/uploads/2025/07/justblue_NIVEA_Men_Face_05-scaled.png) ![](https://justblue.de/wp-content/uploads/2025/07/justblue_NIVEA_Men_Face_04-scaled.png) ![](https://justblue.de/wp-content/uploads/2025/07/justblue_NIVEA_Men_Face_03-scaled.png) ![](https://justblue.de/wp-content/uploads/2025/07/justblue_NIVEA_Men_Face_02-scaled.png) It is always a great challenge to develop a solution that meets the demands of individual markets. A good example of this is Micellar Water, which combines a technological product promise with a clear and distinctive design. ![](https://justblue.de/wp-content/uploads/2025/07/justblue_NIVEA_Micellar_Face.png) ![](https://justblue.de/wp-content/uploads/2025/07/justblue_NIVEA_Micellar_Mood.png) ![](https://justblue.de/wp-content/uploads/2025/07/justblue_NIVEA_Micellar_CottonPads.png) ![](https://justblue.de/wp-content/uploads/2025/07/justblue_NIVEA_Micellar-1-scaled.png) ![](https://justblue.de/wp-content/uploads/2025/07/justblue_NIVEA_RiceScrub_Blue.png) ![](https://justblue.de/wp-content/uploads/2025/07/justblue_NIVEA_RiceScrub_Pink.png) ![](https://justblue.de/wp-content/uploads/2025/07/justblue_NIVEA_RiceScrub_Green.png) In more specialized care segments like Luminous Anti-Spot Cellular Serum or the NIVEA Men Anti-Age Power Serum, we worked on refining established design codes and developing new sub-architectures within the existing product lines. While Luminous was translated into new formats, the Power Serum received a unique visual identity tailored precisely to the NIVEA Men universe. ![](https://justblue.de/wp-content/uploads/2025/07/justblue_NIVEA_Luminous-scaled.png) ![](https://justblue.de/wp-content/uploads/2025/07/justblue_NIVEA_Luminous_men-scaled.png) In the Sun category, we led the redesign of the entire Face Range, which will be launched in 2026 – including line extensions like Invisible Finish. Here again, intuitive comprehension, sensorial appeal, and brand consistency were central. ![](https://justblue.de/wp-content/uploads/2025/07/justblue_NIVEA_Sun-scaled.png) ![](https://justblue.de/wp-content/uploads/2025/07/justblue_NIVEA_Sun_Slider-scaled.png) ![](https://justblue.de/wp-content/uploads/2025/07/justblue_NIVEA_Sun_Slider2-scaled.png) ![](https://justblue.de/wp-content/uploads/2025/07/justblue_NIVEA_Sun_Slider3-scaled.png) ![](https://justblue.de/wp-content/uploads/2025/07/justblue_NIVEA_Sun_Slider4-scaled.png) A creative highlight: designing Limited Editions. Together with Beiersdorf, we developed the Artist Edition in collaboration with illustrator Ayumi Takahashi. The result: a multi-stage design process that brought to life a visually cohesive brand world – spanning packaging, point of sale, and social media. ![](https://justblue.de/wp-content/uploads/2025/07/justblue_NIVEA_GC_Alpine_Breeze-scaled.png) ![](https://justblue.de/wp-content/uploads/2025/07/justblue_NIVEA_GC_Blooming_Garden-scaled.png) ![](https://justblue.de/wp-content/uploads/2025/07/justblue_NIVEA_GC_Cool_Marine-scaled.png) ![](https://justblue.de/wp-content/uploads/2025/07/justblue_NIVEA_GC_Orchard_Breeze-scaled.png) ![](https://justblue.de/wp-content/uploads/2025/07/justblue_NIVEA_GC_Tropical_Sunrise-scaled.png) ![](https://justblue.de/wp-content/uploads/2025/07/justblue_NIVEA_Gamechanger_Illu1.png) ![](https://justblue.de/wp-content/uploads/2025/07/justblue_NIVEA_Gamechanger_Illu2.png) ![](https://justblue.de/wp-content/uploads/2025/07/justblue_NIVEA_Gamechanger_Illu3.png) ![](https://justblue.de/wp-content/uploads/2025/07/justblue_NIVEA_Soft_Tubs-scaled.png) ![](https://justblue.de/wp-content/uploads/2025/07/justblue_NIVEA_Soft_People.png) ![](https://justblue.de/wp-content/uploads/2025/07/justblue_NIVEA_Soft_Mood.png) ![](https://justblue.de/wp-content/uploads/2025/07/justblue_NIVEA_Soft_Hands.png) ![](https://justblue.de/wp-content/uploads/2025/07/justblue_NIVEA_Soft_Comp-scaled.png) ## Other Cases [![](https://justblue.de/wp-content/uploads/2024/08/260213_dmBio_Teaser-01-scaled.png) **dmBio** **The dmBio Success Recipe Relaunch, Roll-Out, Over 1,200 SKUs and Long-Term Partnership** Packaging Design](https://justblue.de/en/works/dmbio-packaging/) [![](https://justblue.de/wp-content/uploads/2025/07/justblue_becks_bottles.png) **Beck’s** **Beck’s: Design with History – and Future** Packaging Design](https://justblue.de/en/works/becks-design-with-history-and-future/) [![](https://justblue.de/wp-content/uploads/2025/08/justblue_bitburger_workshop_thumbnail-4-scaled.png) **Bitburger: Clearly Defined – Strategy Workshop on Brand Diversity** Brand Strategy](https://justblue.de/en/works/bitburger-clearly-defined-strategy-workshop-on-brand-diversity/) [![](https://justblue.de/wp-content/uploads/2026/04/justblue_persil_Teaser-scaled.png) **Persil** **Persil: Reimagining Deep Clean – a relaunch design balancing performance and emotion** Brand Design](https://justblue.de/en/works/persil-reimagining-deep-clean-a-relaunch-design-balancing-performance-and-emotion/) [![](https://justblue.de/wp-content/uploads/2024/05/justblue_perwoll_thumbnail.png) **Perwoll** **Reimagining Brand Magic: A Premium Upgrade for Maximum Impact** Packaging Design](https://justblue.de/en/works/perwoll/) [![](https://justblue.de/wp-content/uploads/2024/03/justblue_dejavu_thumbnail.png) **Déjà-Vu** **Unique Despite Déjà Vu: Branding in Oriental Summer Style** Packaging Design](https://justblue.de/en/works/dejavu/) [![](https://justblue.de/wp-content/uploads/2026/05/justblue_dmbio_logo_teaser.jpg) **dmBio** **Preserving identity, enhancing clarity: The dmBio logo evolution** Brand Design](https://justblue.de/en/works/preserving-identity-enhancing-clarity-the-dmbio-logo-evolution/) [![](https://justblue.de/wp-content/uploads/2024/03/justblue_ruf_glueklichmacher_mockup-scaled.png) **RUF** **Following the Customer Journey: Digital Campaigning for RUF ** Communication](https://justblue.de/en/works/ruf-kommunikation/) [![](https://justblue.de/wp-content/uploads/2025/10/justblue_Rama_Cremefine_Bottle-scaled.jpg) **Rama** **Rama Cremefine: Down-To-Earth. True to Brand. Simply Delicious.** Packaging Design](https://justblue.de/en/works/rama-cremefine-down-to-earth-true-to-brand-simply-delicious/) [![](https://justblue.de/wp-content/uploads/2024/11/justblue_orangina_header.png) **Orangina** **A Lemonade Turned Upside Down: Strong Shelf Impact With Iconic Brand USP** Packaging Design](https://justblue.de/en/works/orangina/) [![](https://justblue.de/wp-content/uploads/2025/09/justblue_vantastic_teaser.jpg) **Vantastic** **Vantastic Foods – The Happy Rebel in a World of Preaching** Brand Strategy](https://justblue.de/en/works/vantastic-foods-the-happy-rebel-in-a-world-of-preaching-2/) [![](https://justblue.de/wp-content/uploads/2024/05/justblue_jaegermeister_thumbnail.png) **Jägermeister** **Beautifully Clear: Young and Fresh With the DNA of the Platzhirsch** Packaging Design](https://justblue.de/en/works/jaegermeister/) [![](https://justblue.de/wp-content/uploads/2024/08/RUF_TVC_Featured-1-e1750069798638.png) **RUF** **TVC with Brand Icon Bruce Darnell: Strategy, Concept & Production for Authentic Brand Awareness** Communication](https://justblue.de/en/works/ruf-tvc/) [![](https://justblue.de/wp-content/uploads/2024/08/justblue__RUF_Packaging_teaser.png) **RUF** **Category Codes in the Shelf: A Heritage Brand Finds Its New Look** Packaging Design](https://justblue.de/en/works/ruf-packaging/) [![](https://justblue.de/wp-content/uploads/2024/11/justblue_Schwartau_Hofladen_PageImage.png) **Schwartau** **Authentic and Natural: Relaunch and Line Extension Based on a Homemade Recipe** Packaging Design](https://justblue.de/en/works/schwartau/) [![](https://justblue.de/wp-content/uploads/2024/11/justblue_Pfanner_Melonise_PageImage.png) **Pfanner** **From a Design to a Hashtag: Emotional Awareness Campaign for Gen Z** Communication](https://justblue.de/en/works/pfanner-melonize/) [![](https://justblue.de/wp-content/uploads/2025/07/justblue_gerolsteiner_erfri_korken.png) **Gerolsteiner** **Gerolsteiner: Refreshing the Look of Germany’s No. 1 Since 2017** Packaging Design](https://justblue.de/en/works/gerolsteiner-refreshing-the-look-of-germanys-no-1-since-2017/) [![](https://justblue.de/wp-content/uploads/2024/11/justblue_Bahlsen_LemonRosemary-04.png) **Bahlsen Special Edition** **Bahlsen: Special Edition Packaging** Packaging Design](https://justblue.de/en/works/bahlsen-special-edition/) [![](https://justblue.de/wp-content/uploads/2024/03/justblue_bitburger_teaser-scaled.png) **Bitburger** **Bitburger: Holistic Branding for a Heritage Brand** Packaging Design](https://justblue.de/en/works/bitburger/) [![](https://justblue.de/wp-content/uploads/2024/03/gizeh-featured-image.png) **Gizeh** **Higher Than Ever: Reaching New Heights with the “420” Implicit Branding Campaign** Brand Strategy](https://justblue.de/en/works/gizeh/) [![](https://justblue.de/wp-content/uploads/2024/11/justblue_Pfanner_Mystery_teaser-scaled.png) **Pfanner Mystery** **Top Secret TasteTEE: Awareness Campaign and Gamified Packaging Design** Communication](https://justblue.de/en/works/pfanner-mystery/) [![](https://justblue.de/wp-content/uploads/2026/08/260715_8x4_Secret_WebCase_Animatione02.jpg) **8×4** **Brand Impact You Can Spray – Shelf Impact for the New 8×4 Body Spray Range** Special Edition Packaging](https://justblue.de/en/works/brand-impact-you-can-spray-shelf-impact-for-the-new-8x4-body-spray-range/) [![](https://justblue.de/wp-content/uploads/2024/11/justblue_Glycklich_PageImage.png) **Glycklich** **Glycklich Ice Cream: Clear Brand Identity for Endearing Enjoyment & Success at the POS** Brand Design](https://justblue.de/en/works/glycklich-eis/) [![](https://justblue.de/wp-content/uploads/2024/11/justblue__Edding_Banner-scaled.png) **Edding** **Artist Workshop for the Market Leader: Packaging Visuals for Authentic Inspiration** Brand Strategy](https://justblue.de/en/works/edding/) [![](https://justblue.de/wp-content/uploads/2024/03/bahlsen-thumb-placeholder.png) **Bahlsen** **Brand Activation During the Christmas Rush: Impulse Purchases Through Seasonal Relevance** Packaging Design](https://justblue.de/en/works/bahlsen/) [![](https://justblue.de/wp-content/uploads/2024/11/RUF_featured-image-scaled.png) **RUF** **Evolution, Not Reinvention: A Modern Take on a Classic Brand** Brand Design](https://justblue.de/en/works/ruf-brand/) [![](https://justblue.de/wp-content/uploads/2024/03/justblue_nivea_thumbnail.png) **NIVEA Cellular** **A Key Visual with Depth: Relaunching a Brand Icon in the Premium Segment** Packaging Design](https://justblue.de/en/works/nivea-cellular/) [![](https://justblue.de/wp-content/uploads/2024/11/justblue__Beiersdorf_Creme.png) **Beiersdorf** **Less Is More: Logo and Corporate Design for a Global Corporation** Brand Design](https://justblue.de/en/works/beiersdorf/) [![](https://justblue.de/wp-content/uploads/2024/03/justblue_Teaser_Becks.png) **Beck’s** **Beck’s: Brand Strategy and Key Visual Development** Brand Strategy](https://justblue.de/en/works/becks/) [![](https://justblue.de/wp-content/uploads/2025/06/justblue_norden_dry_gin_teaser.png) **Norden Dry Gin** **Norden Dry Gin – Authentic Clarity from the North** Brand Strategy](https://justblue.de/en/works/norden-dry-gin/) [![](https://justblue.de/wp-content/uploads/2024/05/justblue_hansaplast_thumbnail.png) **Hansaplast** **Hansaplast in 1st Place: Concept and Assets for Benchmark Digital Campaign** Kommunikation](https://justblue.de/en/works/hansaplast/) [![](https://justblue.de/wp-content/uploads/2026/06/justblue_RUF_baerchen_Rufus-1.jpg) **RUF** **More Than a Sales Promotion: The RUF Bear Family as a Brand Asset** Communication](https://justblue.de/en/works/sammellust-statt-sales-promo-die-ruf-baerchen-family-als-brand-asset/) [![](https://justblue.de/wp-content/uploads/2024/08/justblue_Teaser_dmBio-1.png) **dmBio** **Everything for the Love Brand: Branding, Strategy, and Content Creation** Communication](https://justblue.de/en/works/dmbio-kommunikation/) [![Gerolsteiner](https://justblue.de/wp-content/uploads/2024/08/justblue_gerolsteiner_thumbnail.png) **Gerolsteiner** **Small Heroes, Big Brand Values: Sparkling Storytelling for Gerolsteiner Edutainment Campaign** Kommunikation](https://justblue.de/en/works/gerolsteiner/)