Centennial men creme gets a revamp

WILTON, Conn. — Men are more than an afterthought at Nivea. The company has a full array of men’s items, including one that is so hard to get that it fetches three times its suggested retail price on eBay.

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Last year Beiersdorf’s Nivea revamped its 100-year old classic cream, aiming for male appeal. Nivea Men Creme hit shelves around the world last April.



Developed in 1911, Nivea Creme was originally conceived as a woman’s moisturizer. But the company found men liked to use it for shaving and other moisturizing needs. With that in mind, Nivea Men Creme was produced with a more masculine scent.



The packaging also has been toughened up — the navy and silver embossed screw-top tin is made from aluminum and has side rings for better grip.