Nivea's Anti-Aging Strategy Works Very Well

NEW YORK (AdAge.com) -- Before looking at the ads discussed, a little set up is in order. Virtually all prestige companies have settled into a workable but undistinguished format for their anti-aging skin care print ads. These are the usual components: pretty face (younger by a good margin than the consumer being sold to); product shot; and major claim(s) with lots of permission-to-believe stats, often including comparison charts and graphs. If the consumer cares to read it all, she will undoubtedly glaze over.

Nivea's Anti-Aging Strategy Works Very Well

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