Nivea's first cross-border whitening Douyin brand debut from 0 to 1 Douyin ecological closed-loop integrated marketing

After 10 years of development, personal care brand Nivea has developed a new whitening and spot-lightening product - Nivea 630 Essence.

Case details

Brand: NIVEA

Brand owner: Beiersdorf AG (BDF)

Main agency: Shanghai Chengmai Culture Communication Co., Ltd.

Launched in: Mainland China

Industry: Beauty and Personal Care

Media channels:

Budget: 8-10 million

Case Summary

Nivea has spent 10 years developing a new whitening and spot-removing product - Nivea 630 Essence. In August 2022, the brand took Douyin, a short video live broadcast platform with 600 million daily active users, as its core position, and took [119 times the root of dark spots in 4 weeks to repel ineffective white spots] as its core creative...

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