What is the most famous and popular cosmetic cream in the world?
Nivea is a German international skin care company. The company was launched in 1882, and now one of the world's most modern research centres for innovative and high-quality cosmetic products.
As you may know, the trademark "Nivea"
become famous around the world after World War II. Nivea comes from the Latin word, meaning 'snow-white'. In Japan, the Nivea cream has become famous recently. We could see this blue can at every pharmacy stores in Japan. They said the ingredients of this cream are same as an expensive one which celebrities use such as models, Hollywood stars and singers.
Do you know how the Nivea market the cream and other products? What was their unique or unusual campaigns?
Surprisingly, their promotion has started since 1980s. At first, they distributed free samples with fashion magazines. Later on, the company used other tools; radio, TV, media advertisements.
Here is the good examples for their unique campaigns.
1. Nivea for men
They produced a specific cosmetic product for men, NIVEA FOR MEN. The company analyzed that not only men but also women are important target for this product. Because they sometimes purchase male products for their partners, husbands and sons. The sales rates are still stable since the launch of this male cream.
2. Nivea combination with apps
The smartphone is now necessary device for our lives. The company created a unique kids app using an advert to protect kids from sun. The paper-based adverts is enable you to check to dictate an area outside of which the child cannot stay. Because of this app, a lot of parents feel they are being helped a lot. It was the greatest campaign from the Brazilian advertising agency FCB. This campaign received awards.
I think this unique marketing catch multi generations customers. To be honest, I have not tried the Nivea cosmetic products. Maybe, should I try those ones since I have lived in New Zealand? What do you think, Kaplan students?
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