Consumer Engagement

A growing number of consumers expect the companies they buy their products from to have a positive impact on the environment and society. They demand products that generate less waste, and look for ways to make their own social and environmental contribution.To achieve this we are providing our consumers with sustainable product solutions, and we actively engage with them in our sustainability commitment − for example, through social sponsoring initiatives.

Upcycling Bathroom products Beiersdorf
Pauline Parietti (Creapole Art Design)

Empty packaging from toiletry items does not necessarily belong in the trash: Beiersdorf France made this clear in early 2014 with its creative contest organized in collaboration with a French design school. Young design students playfully demonstrated how packaging from used NIVEA products could be repurposed and reused by "upcycling" – for example as trash cans, soap dispensers or wind chimes. Their creations were exhibited at a family event in Paris in September 2014, and met with great interest. The many suggestions for "do-it-yourself" projects were particularly popular with visitors. To further raise consumer awareness of waste from toiletry items and of the principles of "avoid, reduce, reuse and recycle", Beiersdorf France is planning more contest in the near future which will address the general public.

Child DLRG Beiersdorf

The cooperation between NIVEA Germany and the "German Life-Saving Association" (DLRG) has already existed for over 50 years. Children’s safety in and around water is the theme at the heart of this partnership. The consistent development of the cooperation through joint projects, such as the "kindergarten days", or the “Strandfesttour“ (beach festival tour). The initiative “Seepferdchen (sea horses) for everyone – Learn to swim with NIVEA” was a focus area in 2014 (“Seepferdchen” is a German children's swim certificate). Various approaches were used to draw attention to the fact that only one out of every two children in Germany under the age of ten can swim safely: We generated donations to train 445 swim instructors via the NIVEA summer sales promotion from 21 July to 17 August 2014. For every customer who bought three or more products for at least €9, one euro was automatically donated to the initiative, and consumers also received an additional NIVEA gift as a thank you.

A second fundraising action followed, with NIVEA encouraging its consumers to share the film “25 Meters” via social media. NIVEA donated one euro to the DLRG for every video shared, and achieved a total of almost 38,000 shared links in all. As a result, a total of €300,000 was donated to the DLRG swim instructor training program – an excellent contribution to helping more children in Germany take the “Seepferdchen” swimming proficiency test.

Beiersdorf Slovenia representatives and ambassadors presenting blue hearts

NIVEA Slovenia launched a new fundraising concept in January 2014. Consumers were invited to craft blue hearts, for example made of fabric, and label them with the names of their loved ones. For each blue heart created NIVEA made a donation to educational projects. Consumers made a total of 102,824 hearts and by doing so raised €25,000 for children from socially disadvantaged families. This money was used to provide the children with access to quality education.

NIVEA Poland providing free soccer training for children Beiersdorf

NIVEA Poland involved 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 say 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. Consumers also participated in NIVEA’s cooperation with the 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.  

Woman selling prize-draw tickets
NIVEA cares for family: Prize-draw tickets sold to support the SOS Children's Villages in Austria

This year NIVEA Austria is staging its traditional NIVEA Family Parties for the 25th time! Since 1992 this event has toured ten of Austria’s most popular vacation resorts in the summer months, offering visitors both young and old a day packed with fun, sport and colorful entertainment. Visitors get to experience the NIVEA Core Values within an attractive environment – and thanks to a donation lottery, they also get the chance to play an active part in our social engagement. Together with our consumers’ contributions, overall we’ve been able to collect over four million euros in donations so far. NIVEA has supported the SOS Children’s Villages in Austria since 1997 with these funds. This charitable organization provides children in distress and families in crisis with individual aid and support. This year NIVEA is expecting around 250,000 visitors at its Family Parties. …more

These are just a few examples of how we actively involve consumers in our social engagement. More examples can be found in our Social Responsibility section.

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