- Cross-media Digital Measures Will Address new NIVEA Consumers.
Rihanna's Song, 'California King Bed' Will Accompany the NIVEA
Anniversary Year Internationally.
- Cross reference: Picture is available via epa european pressphoto
agency and can be downloaded free of charge at: http://www.presseportal.de/pm/8057/
HAMBURG, Germany, May 10 /CNW/ - "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 Pinger, 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 http://www.totalbeauty.com/editors_blogs/shocking-new-skin-care-survey-it-amazed-me-anyway
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You can find further texts, photos, footage and videos on NIVEA's 100th
anniversary in our virtual press center at http://www.beiersdorf.com/NIVEA100
SOURCE Beiersdorf AG
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