NIVEA is a German beauty product and personal care company that was founded in 1911 to market and sell a new, recently-patented skin cream that demographically targeted white women. The specific benefits of their breakout product, “Eucerin,” were vaguely defined and remain unclear, but the moisturizer gained enough popularity throughout Europe and parts of the United States to allow its proprietors to expand the scopes of their business. NIVEA fully rebranded themselves in 1958, in an attempt to step away from their reputation as simply the vender of their flagship product, and transformed themselves into a larger figure in the skincare industry by introducing various kinds of sunscreen and specialized products for children — while still maintaining a marketing scheme that brazenly appealed to idealized notions of white femininity. Less than 30 years later, NIVEA further reframed their brand to appeal more widely to the global market that they sought to engage with. And so, in 1986, they sparked a self-proclaimed “Revolution in Skincare” by choosing to encompass men’s skincare needs into their mission statement: “No longer would men have to use products that belonged to their wives, sisters or mothers. Now they could use NIVEA for Men, a range of skincare products just for them.”