German beauty group Beiersdorf’s Nivea brand celebrated its 100th birthday on March 4, 2011, preparing the ground for future growth and 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. On the centennial anniversary the brand announced its plans, which will consist of a series of global activities throughout the year starting in May. These include a huge marketing campaign, globally aligned point of sale activations, and a multi-channel consumer digital campaign that is aimed towards a younger target group. Adding to this it has enlised global music icon Rihanna to lend her voice to the anniversary campaign as a homage to its heritage.
“Over the past 100 years, Nivea has been an iconic skincare brand across the world that is built on the trust of our consumers. We are excited to have Rihanna supporting us in our celebration and building a new generation of fans,” said Markus Pinger, member of the board, responsible for Brands.
As an extension of its commitment to connect with consumers and celebrate 100 years of better skin care, Nivea will serve as sponsor of Rihanna’s tour, which will span across North America and Europe beginning at the end of May. The multi-city tour will include consumer engagement through Nivea and Rihanna owned social media channels and will feature various Nivea branded activations.