Ice dancer Tessa Virtue is the first person to work with the Nivea in Canada as a brand spokesperson. Virtue won 2 gold medals at this year’s winter Olympics.
“Nivea is a brand that is trusted to make users look and feel their best, genuinely and confidently. Tessa exemplifies the same qualities on and off the ice, which makes her a very natural fit to be our brand ambassador. We are both humbled and excited to have her on our team as we journey the excitement and experience together,” Nivea marketing director Julia Geissen says in a media release about the endorsement deal with Virtue.
Consumer loyalty
The patriotic partnership with Virtue is one Nivea will leverage to showcase not only Nivea products and their benefits but also to suggest what a loyal Canadian Nivea customer looks like. According to the brand’s media release Nivea “products are long-time staples of [Virtue’s] beauty regime.”
“The quality of products are unparalleled, and the company's core values are both admirable and inspiring,” Virtue tells the press. “The brand's commitment to empowering others, with an emphasis on feeling good in your own skin, is wonderfully heartwarming and easy to stand behind.”
Featured products
The campaign with Virtue will focus on Nivea’s latest product launches: NIVEA Care Nourishing Cream, which the brand describes as a “lightweight yet effective, delivering intensive nourishment ideal for the Canadian climate;” NIVEA Micellair Skin Breathe, a new makeup remover; and NIVEA Essential Lip Balm. “Add a touch of the NIVEA Essential Lip Balm to your smile and know that your skincare regime and easygoing spirit matches that of a true Olympian,” promises the brand.
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Deanna Utroske, CosmeticsDesign.com Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.