NIVEA Ramps Up Global Awareness Campaign With Digital Outreach
This article was originally published in The Rose Sheet
NIVEA is ratcheting up its “Skincare for Life” global campaign with creative strategies to bring more consumers into its social media fold, parent company Beiersdorf announces.
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With a new logo for its star NIVEA brand, Beiersdorf hopes to continue its upward momentum. The firm projects overall sales for fiscal 2012 will be up more than 4% from fiscal 2011.
Hamburg, Germany-based Beiersdorf says it has cleared thousands of products from store shelves over the past few months in order to focus on its skin-care business. NIVEA has been a standout for the firm, with sales up 2.1% worldwide in 2011.
In celebration of the centennial of its flagship Nivea skin-care franchise, Beiersdorf is placing its entire €1 billion ($1.4 billion) marketing budget this year behind a new campaign that aims to connect the brand more intimately with consumers around the world.