Why it matters

Nivea’s performance as a core product is key to Beiersdorf’s fortunes, and qualitative testing of an updated, more progressive brand strategy is designed to find new growth among younger audiences unfamiliar with the product. It indicates the kind of mass-market core growth that is essential to a company, and how to modernise that thinking.


  • Growth from the core range of products is fundamental.
  • Strategic testing of a global idea can help create a new ‘big idea’ that plays well in different markets.
  • Testing strategy yields different results than testing creative.

It may not be fashionable to say so, but Nivea’s strength comes from playing in the mass-market, in the unremarkable, the quotidian, the one-size-fits-all. That’s not to say that any refreshing of Nivea Creme, one of its core consumer products for over 100 years, is turning away from the every-day, it’s about making it part of a wider and more diverse set of people’s routines.