The hair care industry is used to innovation, and Beiersdorf`s newest innovation with its Nivea brand is sticking to tradition. According to the company, a survey has indicated that women, especially those with long hair want products that will add gloss to their crowning glory. Beiersdorf has released, Nivea Diamond Gloss, a shampoo and conditioner created to do just that. The items contain crushed diamonds as an ingredient. The company claims that the diamonds which are crushed into minute particles result in shiner hair.

Nivea Diamond Gloss is also said to contain moisturizers and other ingredients that help to repair hair while providing the desired gloss. The company plans to distribute shampoo samples to more than three million persons.