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Winning the Future on Nivea's 100th Birthday

07-March-2011
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Winning the Future on Nivea's 100th Birthday

Beiersdorf is preparing the ground for future growth and is realigning the Nivea brand in its 100th anniversary year. With the business strategy “Focus on Skin Care. Closer to Markets.” The company will concentrate on its core competence skin care, placing Nivea in its center. A comprehensive activation package supporting the Nivea realignment will begin the implementation phase in May.

“Skin care is the strongest growing segment of the global cosmetics market. By 2015 45 per cent of the total growth in the cosmetics market is expected to come from this area. With Nivea as the largest skin care brand in the world we will profit from this strong growth,” said Markus Pinger, Beiersdorf Board Member responsible for Brands.

Nivea Creme has been sold worldwide in the classic blue-white and unmistakable tin for almost 100 years. Today NIVEA Creme stands in the center of an extensive product family active in over 200 countries. It includes all areas of skin and body care, and created net sales for Beiersdorf of almost four billion Euros last year. Since its beginning in 1911, Nivea has become a synonym for skin care and reliability for consumers all over the world and it has developed into one of the world’s most valuable brands. This outstanding starting point offers Nivea an excellent foundation for focused further development and sustainable growth.

Due to the economic crisis the core values of trust, honesty, reliability, family, and quality are again the drivers for shoppers’ purchase decisions. These values have been attributed to the Nivea brand by consumers for generations. With the motto “Nivea: 100 Years Skincare for Life” the world’s largest skin care brand launches a worldwide campaign starting in May, centerstaging skincare and the Nivea core values. This will help to bring Nivea in the ideal position for sustainable, profitable growth that expands from the company’s core.

Around two-thirds of all purchase decisions are made standing in front of the retail shelf. That’s why in 2011 Beiersdorf is starting the world’s largest ever, global skin advisory tour at over 75,000 promotional stands in retail stores. With an anticipated over 13 million consumer contacts, around 1.7 million consultations including an individual skin analysis are expected.


To reach new target groups Nivea will launch its largest ever digital mobilization campaign in social media, expected to generate over one billion page views per week. The collaboration with the international superstar Rihanna will make a significant contribution to this endeavor. In the year of its 100th birthday Nivea will incorporate music from Rihanna into the different campaign elements. Almost no other world star has more fans on social networks like Facebook than Rihanna. Together with Rihanna Nivea will be able to target new generations of young consumers. This will occur in over 120 million commentaries in various social media.

With this global activation package consumers will be brought closer to the world of Nivea through all possible media channels. As a result, Nivea will have a more intense dialogue with existing consumers than ever before and will be able to fascinate new and especially young target groups. “With significant investments in the high double-digit millions that we are making available for this year’s NIVEA marketing budget, we will strengthen NIVEA for the long term with worldwide activities in the 100th anniversary year. Thereby we will stabilize and expand the worldwide number one position in skin care,” said Pinger.

Another focus in Nivea’s 100th birthday year is the support of a special project for socially disadvantaged children undertaken by Nivea in global partnership with the children aid organization Plan International. 10 Eurocents of the proceeds of every special edition “Care and Connect” Nivea Creme tin sold around the world will be donated to a Nivea and Plan International project in Guatemala. Five million of these special edition tins are expected to be sold totaling about a half million Euros donation.

“With the new strategy, the planned activities and Nivea’s new branding we are showing that Nivea 100 years after its birth is still young, modern, and a powerful innovator in cosmetics and above all, is a synonym for skin care that endures,” stated Markus Pinger.
 

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