In October, Nivea launched its ‘Live your beauty’ campaign with the aim of repositioning itself as an overall beauty brand rather than just a skincare brand.
Its Sparkling White campaign features TV, OOH, print and online elements and promotes Nivea’s skin whitening product, a popular segment in China that comprises more than 35 per cent of the skincare sector, said a representative from Agency.com, the agency behind the push.
The campaign plays on the product’s diamond theme and encourages users to ‘sparkle’ in all areas of their lives. The campaign is centred around the product’s mini-site, which allows audiences to upload glamour shots onto a diamond-themed photo album
Nivea will launch the second phase of the campaign in early 2009 and will feature celebrity bloggers offering their own tips on living a glamorous life.
Its Sparkling White campaign features TV, OOH, print and online elements and promotes Nivea’s skin whitening product, a popular segment in China that comprises more than 35 per cent of the skincare sector, said a representative from Agency.com, the agency behind the push.
The campaign plays on the product’s diamond theme and encourages users to ‘sparkle’ in all areas of their lives. The campaign is centred around the product’s mini-site, which allows audiences to upload glamour shots onto a diamond-themed photo album
Nivea will launch the second phase of the campaign in early 2009 and will feature celebrity bloggers offering their own tips on living a glamorous life.
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