Mumbai : Trust, honesty, reliability, quality and family are the core values that the customers associate with NIVEA for generations. “100 years of Skincare for Life” the global campaign launched by NIVEA recently was centered on these core values and celebrated in a 2 day cruise which took off from Hamburg on May 9, 2011.

“We know that people only feel comfortable in their skin if they are happy about the way they look. According to a study*, that is currently only around 10% of all women worldwide. This knowledge was one of the main factors in our decision to make skin the focus of our campaign,” explained Markus Pinger, Beiersdorf Board Member, responsible for brands. “The ‘100 Years Skincare for Life’ campaign will facilitate sustained and profitable growth for the NIVEA brand on the basis of its core competences”.

NIVEA announced the marketing budget for 2011 for aruond one billion euros, out of which around 70 percent is being invested in the new campaign. Collectively, the activities in the anniversary year will strengthen the brand and further build NIVEA’s position as the number one skin care brand.

The brand invited guests from over 50 countries on their journey through 100 years of success. It kicked off with an exclusive live performance by international superstar and pop icon Rihanna, who has been signed up as the voice of its 100 year celebration. It was followed by a meet & greet session for NIVEA consumers.

The main objective to collaborate with Rihanna was to win over a new generation of NIVEA fans. NIVEA will be using social networks such as Facebook and YouTube to communicate with and mobilize superstar Rihanna’s vast fan community. Rihanna will have a strong presence throughout the anniversary year, particularly in the global digital campaign. The song ‘California King Bed’ will accompany the whole anniversary campaign internationally.

There were several exhibitions like “NIVEA’s lasting popularity” which showcased the letters and photos from consumers. The witnessed an impressive slide shows on evolution of NIVEA as a brand-images, slide shows, and famous TV and cinema commercials. The centerpiece of the exhibition had a large touch screen sphere which enabled guests to interactively discover NIVEA’s history. In addition to information, guests received relaxing and beneficial massages and treatments at the on-board spa, provided by the beauty personnel from the NIVEA Houses in Hamburg and Berlin.

NIVEA presented its partnership with Plan International with a motto “We care & connect” through an exhibition. Visitors at the exhibition were encouraged to pledge to donate 1 euro to a project in Ecuador for every photo that guests take and stick into a plan information leaflet.