Nivea For Men - Good investment

In spite of a general face care market saturation, Beiersdorf wanted to launch a new anti-wrinkle cream in Germany and France.


Client: Beiersdorf AGBrand: Nivea for menCampaign: Good InvestmentCategory: FMCG

The campaign aimed to establish NIVEA FOR MEN DNAge anti-wrinkle cream successfully while facing a general Face Care market saturation. Growth within this market derived only from the anti-age segment, driven by a dominating competitor – L'Oréal Men Expert. To achieve the defined goal, the campaign had to activate two different male target groups: men who expect strong anti-age benefits (current category users) and men who are indifferent about these because they don't really care about a...

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