Nivea skin care drive sees Beiersdorf return to form

By Andrew McDougall

- Last updated on GMT

Related tags Skin care Organic sales growth Marketing

Nivea's new marketing campaign
Nivea's new marketing campaign
Thanks to a ramped up marketing drive to celebrate skin care brand Nivea’s 100th anniversary, Beiersdorf’s Consumer business has shown a return to growth following a release of its figures.

The Group recorded organic sales growth of 2.6 per cent in the first half of 2011. At current exchange rates, Group sales were up 1.9 per cent on the previous year, at €2,9bn.

The Consumer business segment increased organic sales by 1.3 per cent in the first six months of 2011 with sales amounting to €2.4bn.

It’s all happening at Nivea…

And it was the Nivea brand that saw the biggest transformation, with the streamlining of the product range and the exit from the make-up business, followed in the second quarter by a driven marketing campaign for the brand’s 100th anniversary.

The campaign has been two years in the making, is designed to utilise the digital space, and has been timed to cash in on the brand ambassador, Rihanna’s 2011 tour.

This includes getting fan access to Rihanna's tour, virtual photo-taking with the star and Nivea is also leveraging its endorsement with an interactive video and augmented reality app on its US Facebook page.

US pop star Rihanna

“The campaign to position Nivea for the future and mark the brand’s 100th anniversary generated positive momentum at retailers and among our consumers in the second quarter,”​ said Thomas-B. Quaas, CEO.

“The performance of our skin and body care business shows that our ‘Focus on Skin Care. Closer to Markets’ strategy is having the desired effect. Overall, our business in the first half of the year was in line with our planning.”

Regional figures

Sales in Europe amounted to €1.5bn, only slightly down on last year, with strong growth witnessed in the UK and in Austria. Eastern Europe also saw an increase in sales, with Russia in particular posting a healthy trend.

Sales in the Americas region shot up to €405 million, with North America recording a 9.7 per cent increase, while sales in Latin America were up by 14.3 per cent. Argentina generated the best growth rate here, although all other key markets also saw excellent increases.

Sales in the Africa/Asia/Australia region declined by 0.6 per cent to €499m. Africa experienced a particularly healthy sales trend and Japan also saw strong sales growth..

In the Middle East, the effects of the political unrest in a number of Arab countries were felt in the second quarter. Sales in China were also well below the 2010 figure due to the reorganisation of the business structures there.

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