The campaign, "Beauty is…" was launched this week in Germany, will cover 64 countries by mid 2008, aiming to create a unified brand appearance across all categories and all media.
"The globally unified appearance with a consistent message for the broad care and cosmetics range will further strengthen Nivea.
Being close to the consumers, the substantial knowledge of their needs, and high performance products form the foundation of this" said Pieter Nota, Board Member, Brands of Beiersdorf AG.
The campaign will include TV coverage and print motives, that attempt to convey Nivea's 'holistic' understanding of beauty through statements such as 'Beauty is Love' and 'Beauty is a Moment'.
Furthermore a global internet project, 'Share what beauty is for you' has been launched, where consumers are invited to send in their personal experience of beauty in word and image via the campaign website.
This 'holistic' concept of beauty was inspired by a number of workshops, run by the company, where women in Germany, France, the USA, Russia, Brazil and China were interviewed about their understanding of beauty.
The result of the interviews - that beauty is a holistic interaction of looks, well being, personality, and interpersonal experience - has been incorporated into the concept of the new campaign.
The German campaign, that is expected to run until mid September, includes 45 second image-spots on big private television channels, and eight page spreads in weekly and fortnightly women's magazines as well as targeting the main news magazines.
Furthermore the campaign will feature city posters at 20,000 sites in over 85 cities in the country; the purported media budget for all this is in the eight figure range.
The campaign will also be present at the point of sale, with its images, language and layout being integrated into the Nivea shop-in-shops (areas in stores that contain all 500 products in the range) and so called Blue Walls (self service blocks displaying a collection of Nivea products in supermarkets and beauty stores).
The project is part of Beiersdorf's consumer business strategy, where, amongst other things, the company aims to develop superior consumer insights, offer consumers superior quality products, and 'raise the bar in advertising to achieve stronger differentiation from the competition'.
In early 2007 the company stated its ultimate aim to achieve a 5.5 per cent slice of the global market for personal care products by 2010.
Growth was said to be particularly focused on markets of China, India, Brazil and Eastern Europe.
Furthermore, Thomas Quaas, executive board chairman, underlined three core areas that will be given special attention in the future, including increasing critical consumers, competing against an increasingly aggressive competition and the area of private label; areas that are reflected in this considerable brand campaign.