Beauty Marketing - for Nivea Brand

Spa Marketing > Strategies for Medi, Day Spa & Salon Professionals

September 4, 2007 |

New TV Campaign for Nivea Brand

Source : Beiersdorf/Nivea
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One of the world’s largest skin and beauty care brands is asking consumers what beauty means to them in its latest marketing campaign which breaks 3rd September in the UK.
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For the first time ever, Beiersdorf is supporting its Nivea masterbrand in a £4million marketing campaign.
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Driven by the consumer insight that women view beauty as more than what they see, it’s also as much about wellbeing, personality and human relationship experiences; the campaign aims to inspire consumers to start thinking positively about and sharing what beauty means to them.
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The new creative aims to connect with its female consumers via snapshots of life that reflect diverse situations and interactions as well as inviting feedback on what beauty means to them.
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The images, whilst beautiful in themselves, clearly communicate that beauty is more than just about surface looks, embracing emotional values such as closeness, relationships, trust and security. Strap lines suggest that beauty is something more holistic such as a moment, flirting, mischief, timeless and care.
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While prime-time TV and high impact outdoor advertising will drive awareness of Nivea’s new vision of beauty, press, radio, on-line, mobile and PR will be used to stimulate a discussion with consumers who will be invited to text Nivea or log on to nivea.co.uk/beautyis to share what beauty means to them.
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Consumer Relations Marketing Manger Jo Wood explains ‘This is a new vision for Nivea which builds on the brands existing core values and ensures that it now stands for a more holistic view of beauty. The campaign is about showing each of our consumers that we understand she finds beauty in the way she feels and behaves just as much as she does in her looks. There is no standardized beauty formula; Nivea recognizes that beauty is truly individual and multifaceted just like life itself’.
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The masterbrand activity which will be unveiled in 64 counties worldwide throughout 2007 and 2008 will bring a consistent approach to all Nivea communication around the world. The new vision is the first step to ensuring Nivea continues to be one of the world’s most iconic superbrands at the forefront of consumer understanding and consumer preference.
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To find out more about beauty marketing visit our site at: www.SpaMarketingTools.com
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