Nivea celebrates 100 years with massive campaign
HAMBURG, Germany — Beiersdorf’s Nivea brand is celebrating its 100th anniversary with a global campaign that launches May 15 called "100 Years Skincare for Life."
Nivea’s marketing budget for 2011 is around 1 billion Euros (about $1.5 billion), and roughly 70% of that is being invested in the new campaign. Nivea hopes that the investment will strengthen the brand and stabilize its position as the No. 1 skin care brand.
"We know that people only feel comfortable in their skin if they are happy about the way they look. According to a study, that is currently only around 10% of all women worldwide. This knowledge was one of the main factors in our decision to make skin the focus of our campaign," said Markus Pinger, Beiersdorf board member for the brands.
Serving as the voice of the Nivea anniversary campaign is singer Rihanna whose song "California King Bed" will accompany the campaign throughout. There will be consumer promotions with Rihanna concert tickets as prizes, plus 10 million online codes on products for exclusive Rihanna downloads from the Nivea website.
Nivea is looking to mobilize Rihanna’s fan community in such social networks as Facebook and YouTube and indicated that 10% of the campaign budget is dedicated to digital activities. Nivea is sponsoring Rihanna’s "Loud" tour of the United States and Europe and organizing a range of activities to address young consumers. A Nivea local blogger also will be reporting on the tour. It is expected that campaign activities on the Nivea websites will generate some 120 million messages and dialogues on social media platforms worldwide.
The digital campaign is flanked by a multilevel Nivea television and print campaign that initially focuses on Nivea cream in the blue tin. It will be followed by a product campaign featuring the Visage, Body and Deo product lines. Mega posters, billboards and city lights, will support all campaigns internationally.
The company also stated that the world’s biggest skin advisory tour in retail with more than 75,000 promotions also will be running. It is expected to generate more than 13 million consumer contacts, including around 1.7 million consultations with individual skin analyses.
Report: Salma Hayek to launch makeup line at CVS
WOONSOCKET, R.I. — Actress Salma Hayek is stepping into the mass-market beauty business with a new makeup line exclusively for CVS/pharmacy called Nuance, which is slated to hit store shelves in August, according to published reports.
Hayek reportedly has been conceptualizing the initiative for a decade and took three years off from acting to create the collection, which ranges from makeup to hair care to skin care products. Products in the 100-SKU line are priced between $7.99 and $19.99.
It is estimated that Nuance could rake in $35 million in its first year alone, according to published reports.
The collection was inspired by Hayek’s grandmother, who was a Vichy Lab-trained cosmetologist and incorporated Native American and Mayan ingredients into her beauty treatments.
Unilever closer to completing Alberto Culver acquisition
MELROSE PARK, Ill. — Alberto Culver, whose beauty brands include TreSemme, Alberto VO5, Nexxus, St. Ives, Simple and Noxzema, has announced that Unilever and the U.S. Department of Justice have reached an agreement that will enable Unilever to complete its proposed acquisition of Alberto Culver.
Under the terms of the agreement, Unilever will divest the Alberto VO5 brand in the United States from the Alberto Culver portfolio and the Rave brand from the Unilever portfolio. Subject to customary closing conditions, the acquisition is expected to close on or about May 10, 2011.
The Alberto Culver transaction remains subject to regulatory approval in the United Kingdom, Argentina, Honduras, El Salvador and the Isle of Jersey.
In September, Alberto Culver entered into an agreement with Unilever whereby Unilever will acquire all of the outstanding shares of Alberto Culver for $37.50 per share in cash. In December, Alberto Culver stockholders approved the transaction.