NIVEA, A HUNDRED YEAR OF SKINCARE
The brand was founded in Germany in 1911 when the doctor Isaac Lifschütz discovered Eucerit, a chemical molecule that allowed to extend the conservation time of beauty cream. From this moment the cream, that had its name from the latin NIVEUS ( "white as snow") was a strong sucess. At the end of the 30's the brand was already sold in more than 34 countries. After one century of innovations, NIVEA nowadays covers a large majority of the beauty care market.
When it comes to the face care market, NIVEA covers the 4 segments: moisturisers, washing products, anti-age & young sking. The brand has strong positions on each segment of this market being respectively #1, #1, #3 & #4. Below, you can find the value market share of NIVEA
(Nielsen, Total 2010)
Let's dive into each of the four segments to analyze NIVEA's offer:
[For it's 100th anniversary, a shift in communication]
Back to basics: after two decades of a communication strategy similar to L'Oreal, NIVEA decided to change its strategy this year and to go back to it's DNA: a brand offering products that allows to share moments & to feel good.
Former Communication strategy: "Beauty is NIVEA"
New Communication strategy: "100 years of skincare, for life"
[ New Communication Ad - USA - 2011]
[Skincare like a sharing experience, an example with CRM strategy]
As mentioned before, NIVEA emphasizes the sharing experience in its communication campaign. In order to be coherent, the brand also focuses on the sharing experience within the CRM strategy: example of the Summer 2011 Q10 game.
With this game, the company offered 10 days of adventure. This contest was focsed on sharing as they offered you a 10 days holiday together with your child. The new brand identity is here reflected in this contest as the gift is in line with their new communication strategy".
Sources:
Nivea.fr
Wikipedia.fr
Beaute-test.com
Observatoirenivea.com
