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Made with 99% natural-origin ingredients, Natural Touch matches sensory and performance benchmarks in a more sustainable format.
Beiersdorf is set to launch Nivea Crème Natural Touch, a new vegan formula that has 99% natural-origin ingredients.
It will debut this month in Germany.
Beiersdorf says Natural Touch is the first-ever extension of its popular skincare product that is housed in the blue tin. In 2024, four tins of Nivea Crème were sold every second worldwide.
The classic Nivea Creme will remain available, according to the company.
“Our goal was to create a more sustainable version of our iconic Nivea Creme that combines responsible care and proven quality while honoring the emotional connection that our consumers have with this product,” Christian Haensch, Beiersdorf’s general manager for Germany and Switzerland, said in a press statement. “Nivea Creme Natural Touch is more than just a line extension; it reflects our commitment to innovation and responsibility as part of our Net Zero 2045 roadmap, showing how tradition and innovation can go hand in hand.”
The new formula is the result of six years of research, 2,100 prototypes and tests involving more 10,000 consumers, according to Beiersdorf.
“The greatest challenge was to preserve the familiar sensory experience while achieving our sustainability ambition,” noted Lúcia Zanforlin Trede, lab manager Nivea Creme.
According to Zanforlin, the formula is enriched with 100% oils of natural origin, including sunflower, rapeseed and shea.
Nivea Creme Natural Touch’s tin is made of 95% recycled aluminum, which helps significantly reduce its environmental footprint, according to Beiersdorf.
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