Nivea Body

Globally shared insights on beauty

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INSIGHT – OBJECTIVE

To develop globally shared insights on "beauty" and to create a new brand platform for all global markets.

Research – Methodology

Cc approached this brief by analysing the following:

- Understanding of beautiful skin
- Behaviour / culture in skin care
- Brand and product experiences
- Nivea Body brand experience

Cc then studied trend reports and delved into the lifestyles that influence the targeted consumers. In nine different countries, 34 in-depth interviews – each lasting three hours – were conducted with beauty experts such as Vogue beauty editors, aromatherapists, dermatologists, models and cosmetic surgeons in order to evaluate the future understanding of beauty and beautiful skin.

All the interviews were filmed and filtered to guide the main conceptual workshop with Beiersdorf executives. This gave executives a better understanding of the requirements they faced and helped drive the brand development process for Nivea Body.

Strategy – Recommendations

A new global communication platform based on the global insights developed. Further we supported with expert research the development of the new body packaging shapes which are still on the shelf today.

Skills

Brand Development

Cultural Immersion

Expert Knowledge

In-depth Interview

Insight Generation

New Markets Strategy

New Product Development

Recruitment

Research Process Innovation

Strategy Consulting

Trend & Ideation Workshop

Key Creatives

Vogue Editor, London & Shanghai
Aromatherapist, Tokyo
Dermatologist, Shanghai
Actress, L.A
Cosmetic Surgeon, Rio de Janeiro
Model Booker, L.A
Organic beauty product entrepreneur, Paris
Art Curator, Moscow
Design Studio, New York
Design Editor, Paris
...

Year

2005 - 2008

Markets

Global

Links

www.nivea.de

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