Beiersdorf's NIVEA Celebrates 100 Years Skincare for Life

HAMBURG, Germany, March 3, 2011 - — NIVEA to celebrate its centennial with global activations

— Launch of multi-channel digital campaign targeting younger consumers

— Music icon Rihanna to be the voice of NIVEA's 100 year celebration

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, placing NIVEA in its center. NIVEA's anniversary
celebration will be a worldwide campaign focusing on building a new
generation of NIVEA fans while celebrating with its global consumer fan base.
Beiersdorf's NIVEA today announced that as part of the brand's 100th
anniversary activities, it will launch its biggest digital campaign to date.
Through a multi-channel approach, global music icon Rihanna will help serve
as the voice of the anniversary celebrations that will further engage a new
generation of NIVEA consumers.

(Photo: photos.prnewswire.com/prnh/20110303/LA58527)

"Over the past 100 years, NIVEA has been an iconic skincare brand across
the world. Rihanna is a music icon and her digital footprint will help us
bring our anniversary celebration to consumers wherever they are," said
Markus Pinger, member of the board, responsible for Brands.

Starting in May the brand will be kicking off a variety of multi-market
digital and on-site activations including NIVEA's sponsorship of Rihanna's
upcoming LOUD tour in the U.S. and Europe. The multi-city tour will include
fan engagement through NIVEA- and Rihanna-owned social media channels and
will feature various NIVEA-branded activations.

For millions around the world, the trusted NIVEA 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 Rihanna to lend her voice to
the anniversary celebration.

About Beiersdorf AG

Cosmetics company Beiersdorf AG is based in Hamburg, Germany, and has
over 20,000 employees worldwide. Its sales in 2009 amounted to euro 5.748
billion. The company has been listed on the DAX since December 2008.
Beiersdorf's NIVEA is the world's largest skin care brand*. Other names in
its successful international brand portfolio include Eucerin, La Prairie,
Labello, 8×4 and Hansaplast/Elastoplast. Subsidiary tesa SE is one of the
world's leading producers of self-adhesive products and system solutions for
industry, craft businesses, and consumers. Beiersdorf has more than 125 years
of skin care experience and is known for its innovative and high-quality
products.

* Source: Euromonitor, Skin and beauty products excluding perfumes and
hair color by sales volume, 2009

Leslie Kickham of Beiersdorf, +1-203-563-5821, Lkickham at bdfusa.com; or Jennifer Green, +1-310-854-4800, jennifer.green at pmkbnc.com, or Ashley Chapman, +1-212-373-6122, ashley.chapman at pmkbnc.com, both of PMK-BNC for Beiersdorf