Beauty brand Nivea is getting a makeover of its own. According to reports online, the brand’s look has been redesigned to enhance its position in the global marketplace. Beiersdorf, the German based owner of the brand is seeking to capitalize on its continued popularity despite the economic slump.

Franziska Schmiedabach, who is in charge of marketing the brand worldwide was quoted as saying, “As a global personal care brand, Nivea needs a compelling image that is clear, simple and effective.” Aside from its skin and lip care and body wash products, Nivea has also made inroads into the men’s grooming market. Part of the rebranding has resulted in the dividing the company’s logo into two: Nivea and Nivea for Men. The new look logos will be phased in over time.