Beiersdorf UK’s attempt to reposition Nivea as a brand that communicates beauty as more than just looks is being criticised as a “rip-off” of rival Dove’s Campaign for Real Beauty.
The £4m advertising push has been branded a “copycat” campaign by one Dove insider.
Nivea’s integrated promotion will engage women in a discussion about what beauty means to them. They will be invited to contribute via text or by logging on to a dedicated website. The campaign will also include high-impact television and outdoor advertising. This will be supported by press, radio, online, mobile and PR activity. The concept has been developed by TBWA Hamburg with media buying in the UK handled by Carat.
Beiersdorf consumer relations marketing manager Jo Wood says: “This is a new vision for Nivea which builds on the brand’s existing core values and ensures that it now stands for a more holistic view of beauty. There is no standardised beauty formula; Nivea recognises that beauty is truly individual and multi-faceted.”
Dove’s Campaign for Real Beauty invites women to share their views on the nature of beauty. The brand has built an identity around the use of real women in its marketing and on the premise that beauty should not conform to stereotypes.
Nivea unveiled the television ad for the campaign this week and activity will roll out globally throughout 2007 and 2008.