NIVEA Visage – DNAge

NIVEA's Q10 had proved to be a high successful anti-ageing product, but as its competitors diversified their portfolios, it became clear that the company required a new brand to boost its relative position in the market.

NIVEA Visage – DNAge

Client: Beiersdorf AGAgency: TBWA\GermanyCampaign Name: DNAge LaunchCategory: FMCG – Cosmetics & Toiletries: Beauty aids & cosmetics


Today, anti-ageing products are driving the face care category. While NIVEA's main competitors already had several anti-ageing lines and additional specialised anti-ageing products out in the market, NIVEA Visage only had one. To stay competitive, NIVEA had to rearm.

It had been eight years since the successful launch of Q10 Anti-Wrinkle Care: eight years in which competition in this segment intensified. In 2006, NIVEA Visage found itself being attacked from...

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