{"id":40509,"date":"2020-12-15T13:16:04","date_gmt":"2020-12-15T12:16:04","guid":{"rendered":"https:\/\/packaging-journal.de\/?p=40509"},"modified":"2020-12-15T13:16:04","modified_gmt":"2020-12-15T12:16:04","slug":"beiersdorf-celebrates-100-years-of-florena","status":"publish","type":"post","link":"https:\/\/packaging-journal.de\/en\/beiersdorf-feiert-100-jahre-florena\/","title":{"rendered":"Beiersdorf celebrates 100 years of Florena"},"content":{"rendered":"

To mark the brand's 100th anniversary, Florena is launching an anniversary edition of its cream. The design of the anniversary edition picks up on the stylistic elements of past decades<\/p>\n

The Florena brand dates back to 1920, when the Waldheim perfumery and toilet soap factory registered a new trade mark with the Reich Patent Office in Berlin: Florena - a flowery, endearing neologism for modern care products. The elegant brand name initially adorned a talcum powder. In the 1920s, the company behind the Florena brand exported all over the world, including South Africa, the USA, South America and almost all European countries, until the global economic crisis also affected the Waldheim perfumery and toilet soap factory.<\/p>\n

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Former advertising for Florena (Image: Beiersdorf AG)<\/figcaption><\/figure>\n

Leading in the GDR<\/h2>\n

In the years following the Second World War, the company is once again doing increasingly well. An in-house research and development department is set up. More and more care products bear the name \u201eFlorena\u201c. In 1955, the first Florena \u201eskin cream\u201c is launched on the market. Five years later, the newly developed universal cream for the whole family becomes a success on this basis: Florena cream in the blue and white metal tin enjoys great popularity with young and old. Even back then, the brand assured: \u201eFlorena gives you the magic of natural beauty and freshness.\u201c The new product finally makes the factory the leading cosmetics manufacturer in the GDR.<\/p>

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A new start after reunification<\/h2>\n

In 1989, the cooperation between the former VEB Kosmetik-Kombinat in Waldheim near Dresden and Beiersdorf<\/a>. As part of this production agreement, the plant manufactures NIVEA Creme. After reunification, the state-owned company becomes Florena Cosmetic GmbH. It quickly gains a foothold even under the new economic conditions. Florena continues to stand for quality: in 1994, the manufacturer is the first German company in the cosmetics industry to receive the DIN ISO 9001 quality management certificate.<\/p>\n

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(Image: Beiersdorf AG)<\/figcaption><\/figure>\n

Nostalgic packaging for the anniversary<\/h2>\n

In 2020, Florena is celebrating its success with an anniversary edition of the popular Florena cream. In keeping with Florena's history, the design of the cream jar combines the best of the past 100 years: The lid combines nostalgic designs with a contemporary look. Florena fans embark on a journey through skin care history: the current logo meets the blue and white contrast from the 1960s. The floral logo and the decorative rim are reminiscent of the brand's beginnings in the 1920s.<\/p>