100 Years Skincare for Life: NIVEA Makes Billion-Euro Investment in its Biggest Global Campaign Ever

By Beiersdorf Ag, PRNE
Monday, May 9, 2011

Cross-media Digital Measures Will Address new NIVEA Consumers. Rihanna's Song, 'California King Bed' Will Accompany the NIVEA Anniversary Year Internationally.

HAMBURG, Germany, May 10, 2011 - We are realigning the NIVEA brand during its centennial year.
On May 15 we're launching a global campaign, "100 Years Skincare for Life",
centered around the values that have been associated with NIVEA for
generations: trust, honesty, reliability, honesty and family," said Markus
, Beiersdorf Board Member for Brands, at the NIVEA Skin Journey press
conference on May 10, 2011. NIVEA invited guests from 50 countries to
accompany it on a journey through the brand's history as part of its 100th
anniversary celebrations. The two-day cruise gave them the opportunity to
experience the new "100 Years Skincare for Life" campaign's image worlds live
in history and science exhibitions. NIVEA has selected compelling visuals
that elevate the importance of skin and capture moments of closeness between
people of different ages, genders and nationalities. "We know that people
only feel comfortable in their skin if they are happy about the way they
look. According to a study*, that is currently only around 10% of all women
worldwide. This knowledge was one of the main factors in our decision to make
skin the focus of our campaign," explained Markus Pinger. NIVEA's marketing
budget for 2011 is in the region of one billion euros and around 70 percent
of this is being invested in the new campaign. NIVEA hopes that this
investment will strengthen the brand and stabilize its position as the number
one skin care brand.

NIVEA has signed up international star Rihanna as the voice of
its anniversary campaign and her song, 'California King Bed', will accompany
it throughout. There will be consumer promotions with Rihanna concert tickets
as prizes, plus ten million online codes on products for exclusive Rihanna
downloads from the NIVEA website.

NIVEA hopes to mobilize Rihanna's vast fan community in social networks
such as Facebook and YouTube. 10 percent of the campaign budget is dedicated
to digital activities. NIVEA is sponsoring Rihanna's 'Loud' tour of the USA
and Europe and organizing a range of activities to address young consumers. A
NIVEA local blogger will also be reporting on the tour. It is expected that
campaign activities on the NIVEA websites will generate some 120 million
messages and dialogs on social media platforms worldwide.

The digital campaign is flanked by a multi-level NIVEA TV and
print campaign that initially focuses on NIVEA Creme in the blue tin. It will
be followed by a product campaign featuring the key Visage, Body and Deo
product lines. All campaigns will be supported internationally by mega
posters, billboards and citylights.

The world's biggest skin advisory tour in retail with over 75,000
promotions will also be running. It is expected to generate more than 13
million consumer contacts, including around 1.7 million consultations with
individual skin analyses.

Source* : Noxema on

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    Beiersdorf AG
    Corporate Communications
    Tel.: +49(0)40-4909-2001
    Fax: +49(0)40-4909-2516
    E-mail: CorporateCommunications@Beiersdorf.com



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