Beiersdorf has unveiled a more sustainable version of its iconic NIVEA Creme tin, now produced with 80% recycled aluminum. This initiative aligns with the company’s commitment to sustainability and reducing carbon emissions.
Sustainability Milestone
Isabell Niggemann, Procurement, highlights the significance of this change: “We have integrated a minimum of 80% recycled aluminum into the NIVEA Creme tin. Using recycled material lowers CO2e-emissions significantly. The production of recycled aluminum requires 95% less energy compared to new material. This was achieved through intense collaboration with our supplier, Novelis.”
Challenges and Solutions
The transition to recycled aluminum presented several challenges. Philip Helm, Packaging, explains: “The availability of recycled material was a major hurdle. Ensuring a steady supply and maintaining production efficiency in Hamburg were crucial. Although we aim for 100% recycled aluminum in the future, the current supply supports 80%.”
Frank Roehle, Supply Chain, describes the project management process: “We use Integrated Innovation Management (IIM) to manage such projects. This structured process involves setting milestones and regular meetings to address challenges and find solutions. The team worked for two years to launch the first NIVEA Creme tins with recycled aluminum.”
Holger Dede, Beiersdorf Manufacturing Hamburg, adds: “Finding the right alloy and adapting our processes took several months. Another challenge was printing the ‘80% recycled aluminum’ message on the tins in multiple languages. Precise adjustments were needed to ensure the message was displayed correctly.”
Impact on Sustainability Goals
The new packaging supports Beiersdorf’s CARE BEYOND SKIN Sustainability Agenda. Niggemann states, “We aim to reduce our environmental footprint and reach net zero by 2045. By the end of 2023, we achieved a 19% reduction in CO2e emissions (vs. 2018). The recycled aluminum tin will contribute approximately 8,000 tons of CO2e emission reduction by 2025.”
Consumer Response
Morgane Deleuze, Marketing, notes the positive reception: “The improved sustainability of the NIVEA Creme tin is well received by consumers. This transformation allows millions to maintain their trusted skin care routines while reducing their carbon footprint.”
Beiersdorf’s commitment to sustainability is evident in its continuous efforts to innovate and reduce environmental impact, ensuring its products meet modern environmental standards.