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Our Strategy:
Fulfilling Consumer Wishes.
Our Consumer Business Strategy focuses on consumers and on their individual skin and beauty care needs. By combining quality consumer orientation, and brand personality, we strengthen the appeal of our brands. In doing so, they occupy a firm place in our consumers’ everyday lives as a result.
Creating Trust
Our goal is to identify consumer wishes early on and meet them with appropriate skin and beauty care products. We seek personal contact with our consumers and thus gain insight into their wishes and needs. Thanks to these “Consumer Insights” we can launch outstanding product innovations on to the market. With great success: Our three global brands NIVEA, Eucerin, and La Prairie enjoy appeal and trust worldwide, allowing them to grow substantially faster than the market in recent years. NIVEA is the world’s largest and most successful skin and beauty care brand and was voted the most trusted skin care brand in Europe by Reader’s Digest for the eighth consecutive year in 2008 (Reader’s Digest: Most Trusted Brands 2008). Yet more impressive proof that we are close to the consumers.
Brand Experience – with our NIVEA Houses
We want to make our brands an experience. One example of this approach are our NIVEA houses in which NIVEA’s caring values can be felt up close. Following the enormous success of the NIVEA Haus in Hamburg, we have transferred the basic idea – being close to consumers – to a new location in Dubai. Since November 2008, we have offered our consumers there easy access to quick, relaxing wellness treatments, tailored to local needs and specific consumer wishes. The opening of a third NIVEA Haus is planned for April 2009 in Berlin. All NIVEA houses have exclusive addresses: The bustling “Jungfernstieg” in the Hamburg city center, the “Dubai Mall”, the world’s largest shopping center, and the boulevard “Unter den Linden” near the Brandenburg Gate.
Strong Retail Concepts
Since most purchasing decisions today are made spontaneously in front of the shelves, we display our brands using high-profile, promising store concepts that we realize by working together with our trade partners around the world. We also set great store by optimal shelf placement, generating competitive advantages right next to our competitors’ products.
