Beiersdorf launches Nivea campaign in Middle East
East this month as part of its global umbrella campaign for the
company's flagship brand.
April will see the regional roll out of the global Nivea "Beauty is…" campaign by the company's regional affiliate Beiersdorf Middle East, according to press reports. Beauty is… The "Beauty is…" campaign, launched in summer 2007, will cover 64 countries by mid 2008 and aims to create a unified brand appearance across all categories and all media. In the Middle East the campaign will be run in four languages, English, French, Arab and Farsi and will include both local and international figureheads in an attempt to increase brand popularity and awareness. Including TV coverage and print motives, the 'Beauty is…' campaign attempts to convey Nivea's 'holistic' understanding of beauty through statements such as 'Beauty is Love' and 'Beauty is a Moment'. Furthermore, a global internet project 'Share what beauty is for you' has been launched, where consumers are invited to send in their personal experience of beauty in word and image via the campaign website. The international campaign, which aims to increase consumer trust in the Nivea brand, is part of the company's ultimate strategy to increase its share of the global personal care market to 5.5 per cent by 2010. It appears the company's significant marketing efforts may be paying off as the Nivea brand was recently voted the most trusted brand in the skin care category by those taking part in the Reader's Digest most trusted brand study. Sales increase in Middle East in 2007 The company's Middle East affiliate reported positive results for 2007 including a 47 per cent increase in the sales of Nivea products. The results were the best figures the country has achieved since it started trading in the area 40 years ago and CEO of Beiersdorf Middle East Robert Taylor-Hughes said results were better than expected. Furthermore Taylor-Hughes noted that results would have been higher if the company had been able to keep up with demand. "Our Sales would have been even higher for our region if not for the capacity issues we faced during the year, as a result of unexpected higher demand for our products across the world, especially for our newly launched products such as DNAge anti-age programme. Nonetheless, our supply chain optimisation programme (SCOPE) and new logistics facility in Jebel Ali Freezone improved our local service levels by 7 per cent during the year."
