It's not just fashion-conscious women in their 20s and 30s who characterise the era – the man of the world wears a moustache. NIVEA recognises the need for caring for male facial skin before and after shaving, and their shaving soap becomes the first product specifically developed for men. Sport and leisure activities become more and more popular in society. The traditional, aristocratic pallid complexion is replaced by a desire for vitality and a light tan. Quite by chance, Juan Gregorio Clausen, Head of Advertising at Beiersdorf, discovers three cheerful, cheeky, fresh-faced young brothers, and in 1924 the NIVEA Boys become the new stars of NIVEA advertising. At the same time, a new design concept makes its début: NIVEA appears on the famous blue tin, which remains iconic of the NIVEA brand today.