Nivea: Make everyday a moisturising day

This case study describes how Nivea, the body care brand, promoted its in-shower body lotion to women aged 30-45 in France, Germany, Italy and Turkey.

Nivea: Make everyday a moisturising day

Campaign details

Client: BeiersdorfBrand: NIVEA In-Shower Body LotionAgency: FCB Deutschland GmbHCategory: FMCG Country: Germany

Over the last few years, the European skin care market appeared to have become saturated, having been limited to flat growth in the body category. This presented a significant business challenge for NIVEA: how to increase the penetration and the product usage? Market research was indicating that many consumers were non- or light-users of body lotions rather than regular users and this was due to one main factor. Consumers are time...

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