NIVEA Celebrates 100 Years Skincare for Life

Skin Care

oi-suparna-chakraborty Chakaraborthy

By Suparna Chakaraborthy

Tuesday, March 8, 2011, 11:16

Beiersdorf is preparing the ground for future growth and is newly aligning the NIVEA brand for its 100th birthday. With the business strategy “Focus on Skin Care. Closer to Markets." the company will concentrate on its core competence skincare. The brand today announced its plans for its centennial anniversary, which will consist of a series of global activities throughout the year starting in May. These include a huge marketing campaign, globally aligned point of sale activations, and a multi-channel consumer digital campaign that is aimed towards a younger target group. The worldwide Nivea 100 Years Skincare for Life celebrations will be supported by significant on top investments.

For millions around the world, the trusted brand has been a staple in their home for decades, thus building a loyal consumer following. As the brand enters its centennial, it will pay homage to its heritage while looking ahead to the next generation of fans, enlisting global music icon Rihanna to lend her voice to the Nivea 100 Years Skincare for life anniversary campaign.

Aiming to take the 100th anniversary straight to the consumer the brand will be throwing a “thank you" event to celebrate with consumers from around the globe. Furthermore a large-scale skincare advisory tour which will span across 75,000 promotion areas in retail around the globe is expected to generate more than 13 million consumer contacts.

“Over the past 100 years, the brand has been an iconic skincare brand across the world that is built on the trust of our consumers. We are excited to have Rihanna supporting us in our celebration and building a new generation of fans," said Markus Pinger, member of the board, responsible for Brands.

As an extension of its commitment to connect with consumers and celebrate 100 years of better skin care, NIVEA will serve as sponsor of Rihanna"s tour, which will span across North America and Europe beginning at the end of May. The multi-city tour will include consumer engagement through NIVEA and Rihanna owned social media channels and will feature various branded activations.