$1.4bn NIVEA campaign for new generation

By Doug Newhouse |

More than 1,000 consumers and journalists from 50 countries gathered in Hamburg last Monday to celebrate 100 years of ‘NIVEA SKINCARE FOR LIFE’ and to take an overnight trip on the brand new 17-deck TUI cruiseliner Mein Schiff 2 – renamed the ‘NIVEA Blue Boat’ for the event. They were also treated to a special private concert by international pop star Rihanna, as NIVEA management also unveiled its 2011 marketing budget of E.1bn ($1.4bn) to support its new ‘100 Years Skincare for Life’ campaign.

The event brought together consumers from all four corners of the globe who were specially flown in by Beiersdorf-owned NIVEA, with many present after winning all-expenses paid competitions to qualify for the trip.

In streaming sunshine the captain and senior Beiersdorf management welcomed the guests onboard at a poolside party on Monday May 9. [Beiersdorf Ceo Thomas B Quass was unfortunately taken ill and thus was unable to attend-Ed].

Guests were then whisked off to the cruiseline’s theatre decks 6 and 7 for the big surprise – a 40-minute private concert by global superstar Rihanna. She performed extremely well, singing some of the ten US number one hit songs that she has notched up to date.[Rihanna’s newly launched ‘California King Bed’ song is also to accompany the NIVEA anniversary campaign throughout the year-Ed.]

After literally exhausting their camera and video phone batteries, the contingent was then invited to the official NIVEA birthday party in the Atlantik restaurant spanning decks 5 and 6. Here they were entertained throughout dinner by acrobats, dance groups, drummers and other artists before the birthday cake was finally cut.

For the rest of the celebrations through Tuesday, guests were invited to enjoy NIVEA spa and wellness treatments and the NIVEA Workshops, as well as experience the NIVEA World of Skin Experience Area, featuring the brands’ history and the technological side.

For the determined there were also keep fit and yoga sessions on the Tuesday morning and a press conference, where senior figures presented the company’s new campaign.

Beiersdorf Director Global Travel Retail Ilka Schütte said she was delighted with the event and TREND certainly heard no complaints from any of the attendees who all appeared to be having a great time.

Finally, all the guests departed into the same glistening sunshine that had greeted them when they arrived, after the NIVEA Blue Boat moored up in the port just after midday on Tuesday.

The company certainly went to a great deal of expense to mark its 100th year anniversary. While there was Rihanna, there was also ‘the small matter’ of transforming a huge cruiseliner into NIVEA colours on all of the decks and in each of the cabins. But judging by the number of cameras, video equipment and interviews over the two days, this will be an event that will gain major publicity for the brand all around the world.

This week also marked the opening of a special promotional area for NIVEA products at Heinemann Duty Free’s Hamburg Airport Terminal 1 main store. NIVEA has taken over one of the special Heinemann’s Choice promotional platforms where it is also showing a Heinemann-only travel retail exclusive easy to carry drum containing six of the brand’s most popular products. 

Gebr. Heinemann’s manager in charge of the Heinemann’s Choice business Katja Diehr said the whole range is doing well in the short time it has been on promotion and Anu Huttunen, a manager at Heinemann Duty Free at Hamburg said the company has great hopes for the promotion. 

Both said that the promotion was also very timely, considering Hamburg Airport is also celebrating its 100-year anniversary at the same time as NIVEA.


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