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Nivea
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=== Rest of 20th century === [[File:Nivea Lotion.jpg|thumb|upright|NIVEA Lotion]] * 1950: ph5 Eucerin was launched on the market. This innovative ointment emphasizes the importance of the skin's own natural protective acid barrier in maintaining good skin health. * 1951: The first deodorizing soap, 8x4, was introduced. During the 1950s and 1960s, the brand was extended into a product family. * 1953: NIVEA milk, liquid NIVEA Creme in a water-in-oil emulsion, was introduced "for all-over body care". * 1955: Beiersdorf launched a protective hand cream called "atrix" on the market. * 1974: Beiersdorf diversified its business and introduced a divisional structure. Currently, the divisions are cosmed, medical, pharma, and tesa. * 1982: The steady expansion of NIVEA as a skin and body care brand started through many subbrands with an international focus—the introduction of NIVEA Gesicht (face) in Germany, Austria, and Switzerland. * 1989: Change of strategy: Start implementing a strategic re-orientation process focusing on the core competencies of skin care, wound care, and adhesive technology. * 1990: Acquisition of the Juvena brand, developed by the Divapharma pharmaceutical laboratory, founded in 1945 in Zurich. * 1991: The acquisition of the La Prairie brand originated at the famous La Prairie clinic in [[Montreux]]. * 1992: Launch of NIVEA's Blue Harmony advertising campaign. It was placed the last time in 2005. * 1995: Acquisition of the Futuro brand. The company was founded in 1917 by German Georg Jung, who produced bandages in Ohio, USA. The black-and-yellow packaging of the Futuro brand was introduced in 1936. * 1999: The company's strategy was further streamlined to focus on a few strong consumer brands. Professional wound care and self-adhesive technology were allowed to introduce organizational structures.
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