Nivea campaign uses e-tools to target teen girls

Nivea, the Beiersdorf-owned skincare brand, is using its first cross-media branded content campaign to target 16to 19-year-olds.

It will support Nivea Visage Young range across radio, TV and print. It will also promote a branded e-magazine covering issues affecting the target group.

The five-month deal, which launches this month, has been negotiated by Carat Sponsorship with RSVP, the commercial alliance between IPC Media, Viacom Brand Solutions and GCap Media.

The campaign includes advertorials and promotions on the Hit 40 UK chart show and website, spots on TV music channel TMF and two advertorials in the December issue of Look magazine.

The activity will be backed by online advertising and interactive initiatives.

The campaign will push five monthly e-zines available at, created by digital agency Strange Corporation. Each issue will also include music and entertainment content, podcasts and vodcasts.

Nivea Visage senior brand manager Nicole Goodwin says the initiative allows the Nivea Visage Young sub-brand to build its own personality among teenage girls.

Nivea is repositioning itself as a beauty brand that promotes more than just appearance. The strategy has been criticised for its similarity to rival Dove’s real woman campaign (MW September 5).

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here