The cream of the crop: How Nivea's universal focus gets local treatment

This event report looks at how skincare brand Nivea has successfully adapted its global marketing approach, based on empathy and the use of technology, to guide product development and executions in local markets.

The cream of the crop: How Nivea's universal focus gets local treatment

Jo Bowman

The skincare brand Nivea has been around since 1911, and as its range and distribution expands, its mission has remained to deliver care, with a focus on trust, family and love. But while the caring mantra is universal, the expression of this value is deliberately very different in different markets, according to Ralph Gusko, executive board member of brand owner Beiersdorf.

Gusko calls himself not chief marketing officer but chief empathy officer, such is the urge to care for Nivea consumers. "The success of Nivea is...

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