The NIVEA Boys

Fresh faces of a new era

When people of all ages began spending more and more of their leisure time outdoors, the previous beauty ideal of paleness and fragility gave way to a completely new look. Fresh, fit and healthy was now the way to go. Times had changed so decisively that we knew NIVEA needed to change, too. But while our creative team worked hard to transform our product designs, it was a chance encounter that led to the birth of our new advertising campaign. Our Head of Advertising, Juan Gregorio Clausen, was strolling through Hamburg when he passed by a photographer’s shop. Hanging in the window was a photo of three happy, cheeky and fresh-faced young brothers: Rolf-Robert, Peter and Wilhelm Wiethüchter. Juan knew instantly that this clean and wholesome family image captured the essence of the new NIVEA perfectly. So after we acquired the rights to the photo from the boys’ parents, the Wiethüchters became the new stars of our advertising in 1924. The campaign was a huge hit, and the brothers were soon greeted with cries of “Hello NIVEA!” wherever they went. And that wasn’t the only attention the boys received. Soon after our campaign launched, we were inundated with fan mail from girls all over the country. Photos and letters streamed in, filled with adoring sentiments like “We think that you are really cute!” and “It’s a pity that you do not want to marry us, we like you a lot!”. The campaign was such a success that it wasn’t long before the NIVEA Boys were joined by the NIVEA Girls…