its black and yellow packaging was born in 1936. 1999: The company's strategy is streamlined further to focus on a few strong consumer brands. Professional wound care and self-adhesive technology were given the opportunity to introduce their own organizational structures. Twenty-first century 2001: The new strategy enabled tesa to become an independent affiliate. Tesa AG was formed as a wholly owned affiliate of Beiersdorf, enabling it to react more flexibly to consumers and industrial customers. Professional wound care was spun off in line with the new strategy and contributed to a joint venture between Beiersdorf and Smith & Nephew. BSN medical, domiciled in Hamburg, was founded. 2002: Florena became a wholly owned Beiersdorf subsidiary. The cooperation dates back to 1989, and was intensified following the reunification of Germany. 2003: A new functional group organization focusing on the areas of brands, supply chain management, finance and human resources replaced the previous divisional organization 2004: The new skin research center opened in Hamburg, underscoring the innovative strength of the globally successful Beiersdorf group. 2008: NIVEA began to sponsor the Times Square New Year's Ball Drop starting with the December 31, 2008 event, along with Carson's Countdown on New Year's Eve with Carson Daly. 2010: NIVEA launched its new product, NIVEA Happiness Sensation, featuring the song "Touch" by singer-songwriter Natasha Bedingfield in the commercial. 2011: NIVEA celebrates its "100 Years of Skincare" festivities featuring several performances by Barbadian singer and actress Rihanna. Rihanna's song "California King Bed" was featured as a part of the "100 Years of Skincare" commercial campaign. Controversies In 2011, NIVEA was fined $900,000 by the U.S. Federal Trade Commission for falsely claiming that consumers could slim down by regularly applying NIVEA My Silhouette! cream to their skin. The same year, NIVEA published a world map on its website that omitted Israel; Simon Wiesenthal Center protests. In June, 2019, marketing and media industry journal Ad Age reported on June 26, 2019 that FCB, Nivea’s long-time ad agency, had ended its relationship with the company. Among the primary reasons cited was NIVEA's rejection of a proposed ad that featured two men's hands touching because, according to a NIVEA executive, “we don't do gay at NIVEA.” Crain's Chicago Business reported that FCB had ended the relationship of more than a century. Noting that the breakup occurred at the end of Gay pride month, Crain's noted that FCB would be forgoing the management