Beiersdorf’s portfolio includes each mass and luxurious manufacturers, together with Aquaphor, La Prairie and Coppertone, the latter of which it acquired in May for $550 million. Nivea gross sales grew by three.2% for the primary half of the yr, yr over yr, in response to the newest earnings call in August. Beiersdorf CEO Stefan De Loecker referred to as out the competitors from area of interest manufacturers in February, stating that “the consumer goods industry … is in turmoil,” as small manufacturers are providing extra personalised merchandise and pure elements.
As such, Nivea is responding. “We are a company dedicated to skin care and pride and belief in quality,” stated Alvaro Alonso, Beiersdorf and Nivea gm for North America. “Of course, with the current global and [U.S. cultural issues], this is not enough for consumers. We believe that having a purpose needs to come from the heart and that [we need to] amplify what this brand is delivering.”
While indie manufacturers have been a hotbed for points like variety and inclusivity inside magnificence and private care, conglomerate-owned manufacturers have additionally been integrating progressive concepts round company social duty. Unilever-owned Dove produced Project #ShowUs with Getty Images in March. Dove presently ranks No. 5 in international gross sales for magnificence and personal-care manufacturers, based on market analysis agency Euromonitor International, whereas Nivea ranks No. 2, with an estimated $10 billion to $15 billion in model worth, based mostly on gross sales. P&G additionally started 2019 with its personal tackle the consequences of poisonous masculinity in society by way of a campaign for its Gillette model. It acquired combined reactions from the general public and was accused of “woke-washing,” through which manufacturers purport to be extra socially acutely aware than shoppers consider they’re. Gillette ranks No. four in international gross sales, in line with Euromonitor.
Nivea itself confronted backlash lately when information surfaced in July that a homophobic comment was made throughout a convention name with promoting company FCB, which can reportedly not renew a contract with the model when it expires on the finish of the yr. Nivea U.S. and the New York workplace of FCB labored collectively on the Rethink Soft campaign for the previous 18 months, each corporations stated in a joint assertion.
“As to the allegations made, Nivea appreciates and respects individuality and inclusion as important parts of our culture, and we believe our marketing and outreach to influencers has reflected this,” the assertion stated. “We have zero tolerance for discrimination of any kind.”
To place the model’s new socially accountable id, the primary leg of the new campaign options above-the-line promoting with tv commercials that includes 5 “real-life examples of softness,” stated Brink, and isn’t tied to a selected product. Typically, Nivea advertising is concentrated on a selected product or based mostly on a advertising vacation akin to National PDA Day. These commercials are supposed to goal women and men of all ages. Nivea can also be rolling out over the subsequent a number of weeks paid Facebook, Instagram and YouTube advertisements, along with working with each female and male influencers like Hilaria Baldwin (@HilariaBaldwin; 647,000 Instagram followers), who share their very own tales of how being tender or delicate was an act of power paired with the hashtag #rethinksoft. These posts, in addition to model supplies like commercials and weblog posts, are additionally housed on Nivea’s web site, NiveaUSA.com, which additionally options product info and hyperlinks to the aforementioned retail companions to finish their buy.
“The first way to create a conversation is to put it on the table and bring awareness to it,” Brink stated. “The different is to hyperlink it again to our merchandise.
Notably, the campaign doesn’t function a name-to-motion from shoppers to attempt gadgets from the lineup. Special-constructed endcaps and stickers on packages will inform shoppers concerning the Kindness.org partnership by way of the top of December.
“We felt as a team that it was most important to shine a spotlight and help consumers understand [softness] is a topic, in general, so they can internalize this message,” Brink stated, including that the model needed to gauge shopper response earlier than asking for participation by means of a name to motion.