Nivea severs ‘sun’ link with cancer charity

Nivea has axed its controversial partnership with Cancer Research UK after the charity approached rival suncare manufacturer Boots to replace Nivea as sponsor of its annual SunSmart campaign.

Cancer Research will no longer endorse Nivea’s suncare range, which was promoted last summer with the charity’s logo. The deal attracted criticism when it was launched, for encouraging people to spend too much time in the sun (MW January 9, 2003).

The move has led Nivea to sever the other strands of its controversial involvement with Cancer Research. The company has pulled out of its title sponsorship of the organisation’s Cycle for Life fundraiser, which has been promoted as “in association with Nivea for Men”, as well as its sponsorship of the charity’s annual display at the Chelsea Flower Show, through its Atrixo brand.

Insiders close to the deal say there have been strains between the two organisations for some time. Nivea is said to be annoyed that Cancer Research wants to reposition its traditionally male Cycle for Life as a more family-oriented day, despite the sponsorship by Nivea for Men.