Open Innovation at Beiersdorf – The Launch of Nivea Invisible for Black & White




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A Successful Launch

In 2011, Germany-based Personal Care company, Beiersdorf AG (Beiersdorf), which owned popular brands like Nivea, Eucerin, La Prairie, and Hansaplat, launched a new deodorant, Nivea Invisible for Black & White. Within nine months, the new product had become the best-selling deodorant in the company’s history.

Beiersdorf which was popular across the world for its Nivea Crème was founded in 1882 in Hamburg, Germany, and sold its products in over 200 countries across the world. Right from its inception, the company focused on innovation and used innovation not only to expand into new product categories but also to improve its existing products. ...........

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In 2008, the company planned to involve consumers in developing a new deodorant under the Nivea brand. Initially it conducted netnography studies to find out what consumers wanted and expected of a new deodorant. In partnership with companies that had specialized in customer centric innovation, Beiersdorf analyzed several websites, blogs, and forums. It understood that one of the main problems that customers faced was the stain that deodorants left behind on clothes. .........

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