Beiersdorf Goes After Skin Whitening Sales With Nivea Sparkling White

Campaign Created by TBWA and; Beiersdorf Retains Carat as China Media Agency

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Beiersdorf hopes to capture a greater share of China's hotly contested skin whitening segment
Beiersdorf hopes to capture a greater share of China's hotly contested skin whitening segment

SHANGHAI ( -- Beiersdorf has launched its largest Nivea ad campaign in China to promote Sparkling White, a new skin whitening product sold under the Nivea Visage label.

Skin whitening is an important and hotly-contested skincare segment in China, making up over 35% of the skin care category. Sparkling White is Nivea's enhanced whitening product range, with features such as diamond-shaped crystallites that enhance the whitening process and a whitening mask. The German skin and beauty care company has redesigned Nivea's packaging as part of the product launch, jettisoning the familiar Nivea blue bottle in favor of bold white and pink colors.

Created by Omnicom Group's TBWA Worldwide and its digital shop, the campaign is running in television, out-of-home, print and online media. The TV spot shows a couple shopping for an engagement ring. The "sparkling white" effect of the Nivea Visage cream is likened to the sparkling radiance of the diamond.

Beiersdorf created a dedicated web site,, for the new product featuring a diamond-themed photo album that allows visitors to upload multi-dimensional pictures. The photos are stored within a 3D diamond, and are revealed when a light is passed through the diamond. Users can forward their diamond photo album to friends, and visitors are able to view all the user-generated galleries.

The site also has product usage tips and a section with healthy recipes, home spa treatments and massage techniques. Visitors can take part in online lucky draws by entering their e-mail addresses. Ten weekly winners will get one of Nivea whitening's products.

The second phase of Nivea's Whitening campaign is expected to launch early in 2009 and feature celebrity bloggers. These bloggers will engage consumers in a dialog about how to sparkle in all dimensions of life.

Media planning and buying was handled by Aegis Group's Carat, hired this month as Beiersdorf's media agency in China. Carat will handle media planning and buying for all the Hamburg-based company's brands in China, including Nivea, Eucerin, and C-Bons Hair Care, a Hong Kong-based company in which Beiersdorf acquired an 85 % stake in October 2007. C-Bons Hair Care markets hair care brands in China such as Slek and Maestro. The decision followed a pitch that also included OMD and Mediaedge:cia.

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