It is said, “Focus on your niches to grow your business.”
NIVEA certainly has been at the forefront because of its reliable products and quality service in personal care. From its all-season NIVEA Soft cream to body lotions suitable for any skin type, the brand has carved a niche for itself in the skin-care industry.
One visit to the skin doctor during my childhood introduced me to the NIVEA soft cream and it has stayed with me ever since. ‘Soft’ made more sense to me as a child, and that’s perhaps how the brand positions itself. While the cream was an expert recommendation (which in itself conforms to the brand’s authenticity), I have grown up using almost all NIVEA products because of their premium quality and unparalleled customer service.
The #EndWinterOdour campaign by the brand which addressed both men and women, was a brilliant execution – right messaging with correct amount of humour. It was a first of its kind communication for the category. The fact that NIVEA experiments in the same industry it caters to, and does not go over the board on the pretext of diversifying contributes immensely to the brand identity.
My favorite NIVEA Ad campaign happens to be ‘’Rethink Soft’’ – with the goal of changing the connotation of the word “soft” from being synonymous with “weak” to being more associated with “kindness”.
Lindsey Brink, Vice President of Marketing, NIVEA US.
Call it emotional marketing done right, but the brand managed to hit the right chords with its one-of-a-kind campaign, which seemed to be the need of the hour and challenged perceptions of Soft by encouraging people to embrace it and identify it with kindness.
Recently, the brand started producing hand sanitizers to help healthcare professionals in fighting coronavirus. At the heart of great brands, are great values. And no wonder NIVEA thrives because of them!