Nivea eyes younger consumers with marketing drive

Nivea is launching what it claims is its “the most extensive” marketing push for its Soft skin care range to date with a fashion-themed below-the-line campaign, a move that is part of wider efforts to attract younger consumers to the brand.


The campaign launches this week and will centre around an online hub on Nivea’s site that will link to Pinterest, Twitter as well as a network of fashion bloggers.

Nivea Soft will post suggestions for new “looks” on the portal, which will be written about by fashion blogger called Catwalk Queen each week.

Fashion designer, Nicola de Main will also contribute content and features to the site. The tie-up follows the launch of three limited edition Nivea Soft tubs designed by du Main earlier this year. 

Sophie Myers, brand manager for Nivea Soft, says the use of fashion experts throughout the campaign has been done to “speed up” how quickly younger consumers establish a link between the brand and fashion.

She adds: “This a turning point for the Nivea Soft brand. We want to use Nivea Soft as a strong entry point for younger consumers into the brand and we see fashion not only as a good way of doing this but something that is a really good fit for the brand. We see [the campaign] as opportunity to support the brand in new ways online.

“We wanted to give the product a clearer role in consumers beauty regime and that’s where we came onto the idea of using fashion as a connection for that. And so the Nive Soft campaign is about giving you fashion ready skin, so basically preparing your skin ready for being able to wear any outfit day or night.

The digital campaign will be supported by in-store sampling as well as a nationwide fashion roadshow.

Alison Randall, website manager for Nivea Soft, says that brand is focusing its marketing efforts around engaging brand advocates on “niche” platforms such Pinterest and forums rather than “just Facebook.”

The campaign is the first major push from Nivea owner Beiersdorf’s Digital Centre of Excellence which launched last month to enable group’s marketing teams across Europe to share digital marketing content. Both social media agency OnlineFire and creative shop Agency Republic helped produce the campaign.

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