BEIERSDORF

Semiotic analysis for NIVEA ‚Black & White‘

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INSIGHT – OBJECTIVE

Cc has been asked by the Beiersdorf AG to put forward a proposal on obtaining expert knowledge for the development process of the deo variant ‚Black & White‘. Beiersdorf has developed the three territories “Invisibility”, “Perfectionism” and “Cleanliness” for the ‚Black & White‘ product line, that we were in charge to explore and decode globally. By virtue of our qualitative research approach, our global creative network and our trend affinity Beiersdorf decided to task Cc to figure out how these three territories are manifested in society/culture today and how they will develop in future.

CONCEPT – METHODOLOGY

Our key steering tool to developing global cutting edge insights are high-level expert
Interviews. These interviews give us deep seated insights into global market understanding for brands and products and socio-economic trends and tendencies. In this particular challenge, we explored visual and emotional worlds around the three territories with the help of in-depth double interviews in London, Berlin and Tokyo. Beside others, we are particularly proud of the insightful talks with an artist, a music festival producer, an architect and a yoga/spiritual instructor.

OUTPUT – IMPACT

In order to share our gained knowledge and explain the relevant market insights of the defined territories we created a short film and held a speech at the Beiersdorf campus. With our proprietary trend model, we showed Beiersdorf clearly which cultural fields and terms appeared residual, dominant or even emergent, so that the company stepped out strengthened from this project and was able to align their strategic marketing orientation.

Skills

Content Development

Expert Knowledge

Insight Generation

Recruitment

Key Creatives

Design Journalist & Curator
Artist
Yoga & spiritual instructor
Architect
Music & festival event producer
Coolhunting editor

Year

2016

Markets

Global

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NIVEA BLACK & WHITE

FIELDS OF DISCUSSION

high-level expert Interviews

In London, Berlin & Tokyo

Architectfrom Tokyo
A piece of work from the Tokyo based interview partner
Yoga & spiritual instructor from Berlin
A yoga classby the Berlin based expert
Design Journalist & Curatorfrom London
London Design guideby the interview-expert from U.K.
Artistfrom Berlin
Art installationmade by Berlin based artist
Music & festival event producerfrom Tokyo
A festivalproduced by one of our experts
Coolhunting editorfrom London
A design pieceby the London based interview partner