Open Innovation at Beiersdorf – The Launch of Nivea Invisible for Black & White

Case Details Case Introduction 1 Case Introduction 2 Case Excerpts


The case discusses how Germany-based personal care company Beiersdorf AG (Beiersdorf) used open innovation to come out with a new deodorant under its Nivea brand. The deodorant, Nivea Invisible FOR Black & White, went on to become the company’s bestselling deodorant in its 130-year history.

Since its inception in 1882, the company had brought out several innovative, path breaking products. It gave high priority to customers’ needs and used several methods to reach them. In 2008, the company planned to launch a new deodorant and sought to make consumers a part of the new creation process.

Marketing Case Studies | Case Study in Management, Operations, Strategies, Marketing, Case Studies
Marketing Case Studies | Case Study in Management, Operations, Strategies, Marketing, Case Studies
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The case is structured to achieve the following teaching objectives:

  • Innovation — in products, processes, and business models
  • Using co-creation and innovation in new product development.
  • Integrated product development
  • Product innovation and business strategy
  • Designing products identifying customer requirements
  • Customer insight generation
  • Developing collaboration strategy
  • Open innovation in designing new products
  • Distributed sources of innovation (external and internal)
  • Using online communities for innovation
  • Distributed innovation
  • Market analysis and identification of innovation opportunities.
  • Methodologies for absorbing customer knowledge.

A Successful Launch
Background Note
Focus On Innovation
Open Innovation
A New Deodorant
Nivea Invisible For Black & White


Beiersdorf AG, Nivea, Innovation, Product development, innovation strategy, open innovation, co-creation, online communities, netnography, Nivea Invisible for Black & White, deodorant, customer feedback, customer centric innovation, pearlfinder, consumer connectivity

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