Nivea campaign shows men under stress can still look refreshed

There is a significant competition among beauty products in China. But Nivea's advertising for its Q10 product stands out as the only brand not using celebrity endorsements.

Instead, the 30-second TVC is a simple story about a man who is taking care of his sick wife in bed, while also working overnight to finish a project as he has to make an important business presentation the following morning. He uses the revitalising moisturiser to help him refresh his look in the morning, and make a successful work presentation.

The new TVC for Nivea Q10, which is a key winter product in Nivea's men product portfolio, will be supported by print advertising appearing nationally. 

The creative strategy behind the campaign is that the targeted audiences are successful white-collar workers in their mid 20s to 30s. This demographic is often challenged when it comes to managing their work/life balance, leaving them with fatigued skin and the need for revitalisation to maintain a successful appearance.

Andy Chan, executive creative director of beauty care at Draftfcb Shanghai, which the agency won the Nivea men's global account last year, says the brand platform has successfully built emotional empathy for the Nivea brand. "The Nivea man is an aspirational man who is a confident achiever and resonates well with all middle-class in a fast-growing economy and hectic lifestyle,” he said.

Carat is handling the media planning for the campaign, while Carat and OMD brokered the media buying on behalf of Nivea. The campaign is now running until December, and may later roll out across Korea, Hong Kong and Taiwan.

According to ACNeilsen's retail audit report in August 2011, Nivea is the number one men’s skincare brand in China.

Reported last May,  Beiersdorf which owns the Nivea brand, and the campaign has signed on international R&B sensation Rhianna for what will be Nivea's biggest ever marketing effort - the '100 years skincare for life' campaign.