Nivea kisses 2010 goodbye with campaign

NEW YORK — Beiersdorf's Nivea beauty brand has enlisted the help of couple and TV personalities Bill and Giuliana Rancic, who will host New Year's Eve atop the Nivea Kiss platform in the heart of Times Square.

In addition, the couple helped Nivea launch the "Kiss the One You Love Contest" on Facebook, a viral campaign that aims to bring together couples that may otherwise be kept apart this holiday season to share their love stories for a chance to join the celebrity couple as they host Nivea's third annual New Year's Eve celebration.

As of Dec. 1, couples can log on to to share their stories of love and how they have been kept apart this holiday season on a personal profile page, complete with a photo (optional) and personal URL.

The couple's entry also will be viewable on the main contest page where consumers can view and vote on their favorite love stories. Voting will come to a close on Dec. 23, and the winning couples will be announced on Dec. 28 via Facebook.

As the official sponsor of the Times Square Alliance New Year's Eve Celebration for the third consecutive year, Nivea will help prep the lips of thousands of people in Times Square with "A Kiss of Smoothness."

Throughout the evening, the Nivea Kiss Platform will feature memorable moments to entertain the crowd. The brand also will paint Times Square blue, creating the signature "sea of blue" featuring New Year's Eve accessories and Nivea lip care products to protect the lips of revelers in Times Square.

Nivea also has teamed up with multiplatinum-selling singer-songwriter Taio Cruz, who will be the first-ever artist to do a live performance of John Lennon's "Imagine" just before the final countdown to midnight on New Year's Eve 2011 on the Nivea Kiss platform.

Following the performance, Cruz's version of "Imagine" will be available to download exclusively on iTunes beginning Jan. 1 through Jan. 31, 2011, with proceeds benefiting the nonprofit organization Big Brothers Big Sisters.

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