Reaction Paper

In order to create new and better products, Nivea has given co-creation with
customers top priority and one of the example of this is the company's launch of its
Black & White deodorant. This product aims to uncover consumer deodorant problem
areas, they looked for other opportunities and observe outside of the company and
conducted research and the result was, they learned that users were worried about
antiperspirant spots on their clothing.

Then, in association with the speciality chemical company Evonik, the anti-stain
method was created. The primary problem is the lingering residue, which is especially
noticeable on the dark-colored plasters they manufactured. After determining that the
aluminum salts in antiperspirants were to fault for the stain, the R&D team decided to
launch a new deodorant solution that effectively removed the stains, especially from
dark-colored clothing. The finished product was the best-selling deodorant in the
business's history.

The company receives a concept from its R&D and owner's intuition that will help
it survive in the long run and being flexible and adaptable to overcome the problem is
important and innovation is always seen as having potential by Beiersdorf AG and its
own brand Nivea, which is crucial especially if your company is building brand image or
reputation for itself in order to maintain competitive advantage.