Beiersdorf is making significant strides toward sustainability by transforming its iconic skin care products. The well-known NIVEA Soft was reformulated to a vegan version in 2022, resulting in a remarkable 40% reduction in formula-based CO2e emissions. Now, Beiersdorf has turned its attention to another classic product, the NIVEA Creme tin, which is now produced with 80% recycled aluminum.
Isabell Niggemann, from Beiersdorf’s procurement team, emphasized the significance of this change. She explained that integrating a minimum of 80% recycled aluminum into the iconic blue NIVEA Creme tin marks a crucial milestone in the company’s sustainability efforts. “By using recycled material, we are lowering CO2e-emissions massively,” she noted, highlighting that producing recycled aluminum requires 95% less energy than using new, virgin material. This achievement was made possible through a close collaboration with Novelis, a long-term partner and supplier. Niggemann described her role as aligning Beiersdorf’s sustainability approach with their supplier and working with R&D to develop the new packaging and feedstock.
Addressing the question of why the tin is not made entirely of recycled aluminum, Philip Helm from the packaging team explained that while the goal is ambitious, current supply constraints limit the use to 80%. “We must ensure a steady process at the supplier and in our production center here in Hamburg,” he said. Helm expressed optimism about achieving 100% recycled aluminum in the future, emphasizing that aluminum’s durability makes it an ideal material for a circular economy.
Frank Roehle from the supply chain department provided insight into the process behind such a transformation. He explained that whenever Beiersdorf changes a packaging or formula of a global product like NIVEA Creme, they set up a so-called Integrated Innovation Management (IIM) process to manage it in a structured way. This project management approach involves setting milestones, distributing tasks, and regularly meeting to address challenges and ensure smooth execution. The two-year project culminated in the first NIVEA Creme tins made of 80% recycled aluminum leaving the Hamburg factory.
Holger Dede from Beiersdorf manufacturing Hamburg highlighted some of the challenges faced during the transition. He mentioned the difficulty of identifying the right alloy that fits into their machines and processes in the factory, which required a trial-and-error phase to find the best fit. Additionally, Dede noted the complexities involved in printing the “80% recycled aluminum” message on the tins for different markets and languages, which required precise adjustments to the printing process.
Isabell Niggemann emphasized the broader significance of this initiative within Beiersdorf’s CARE BEYOND SKIN Sustainability Agenda. She stated that the company is committed to reducing its environmental footprint along the entire value chain, with the long-term goal of reaching net zero by 2045. The implementation of 80% recycled aluminum in the NIVEA Creme tin is expected to contribute to a reduction of approximately 8,000 tons of CO2e emissions by 2025.
Morgane Deleuze from the marketing team reported that the response to the relaunch has been overwhelmingly positive. She shared that consumers have warmly welcomed the improved sustainability of the packaging, appreciating the brand’s efforts to enhance sustainability while maintaining the quality of their favorite products. This initiative not only aligns with Beiersdorf’s mission to deliver impactful changes but also allows millions of consumers worldwide to continue their trusted skin care routines with a reduced carbon footprint.