Consumer engagement is mandatory for the success of our products. At our test center in Hamburg we involve our consumers at a very early stage. We test the quality, compatibility, and effectiveness of our products on roughly 9,500 internal and external study participants using state-of-the-art methods. More and more studies (roughly 1,000 per year) are conducted in the countries where our consumers live – for example in Europe, Brazil, India, China, South Africa, and the USA. This allows our products to be evaluated under regional conditions by local consumers. The consumers’ feedback is essential to us and helps us to develop the right products.
In April 2006 NIVEA was given a home of its own in Hamburg: the NIVEA Haus. Visitors to the Haus can experience various treatments such as massages, cosmetic make-overs, and consulting sessions. In addition, many visitors have their skin analyzed using state-of-the-art technology. Another NIVEA Haus can be found in Berlin.
The Eucerin Skin Institute was launched in 2012. The institute is a unique concept consisting of scientific skin diagnosis, personal consultation, and individual skin treatment. Eucerin is committed to close collaboration with dermatologists and pharmacists and offers consumers a new center for all questions concerning skin in the heart of Hamburg. In addition, Eucerin has joined forces with AGNES, an association which educates people about neurodermatitis. The goal is to sustainably improve the quality of the life of children suffering from this disease and their parents. ...more
Consumers in France were able to support the partnership between Hansaplast and the Red Cross by purchasing a first aid kit, which was developed by the experts at Hansaplast and the Red Cross. It contains all basic first aid and wound care products, which are recommended for households. For every kit sold, €1.50 was donated to the French Red Cross in support of their work. Another initiative was set up in 2012, when Hansaplast joined the Red Cross on its 11th annual summer tour through France. Find out more about the partnership here. ...more
Our consumers were also a part of the partnership with Plan International – for every anniversary edition NIVEA Creme tin sold, 15 cents went directly to the “NIVEA 100 Plan project.” – a school development project in Guatemala. The special-edition tin was available in Belgium, France, Germany, the United Kingdom, Ireland, Italy, the Netherlands, Portugal, Spain, Ecuador, Guatemala, Colombia, Peru, Venezuela, and India. In addition, the “Message in a Tin” promotion allowed Facebook members to send their friends messages in a virtual NIVEA tin until April 2012. NIVEA donated 10 cents towards the project in Guatemala for every tin sent. Together these activities raised €500,000 for the project.
In Poland, NIVEA took a slightly different approach to involving consumers in the brand’s social commitment to mark its 100th anniversary. As part of the “100 playgrounds for 100 years of NIVEA” project, local communities in Poland were able to visit the NIVEA website to have their say in where exactly the new playgrounds should be built. In 2012 NIVEA celebrated the European Football Championship in Poland by providing professional soccer training for children. Again, consumers were able to vote for the winning locations online. Additional resources such as online training videos for parents were also provided.
Consumeres also participated in NIVEA’s cooperation with SOS Children's Villages charity in Romania. For every NIVEA Creme sold between November and December 2012, one Romanian Leu was donated to SOS Children's Villages Romania to support families in danger of losing their children.
These are just three examples of how our activities actively engage consumers. ...more