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The first NIVEA D&I Award: Driving the change we want to see

NIVEA’s Diversity & Inclusion journey is accelerating: No matter what skin people are in, be it its gender, color, ability or age – NIVEA is a brand for everyone. Moving forward, the brand’s global ambition is to reflect the diversity of its customers and communities even more in internal and external communications initiatives. With the NIVEA D&I Award, the brand is encouraging the internal NIVEA community around the world to keep D&I top of mind in all they do. The award celebrates initiatives that fall into three categories: campaigns, activations, or social mission & team impact.

A jury consisting of NIVEA colleagues from around the world, as well as members of the external D&I Board, chose from 21 submissions from 14 countries and the Beiersdorf Headquarters in Hamburg. They considered factors such as how courageous the initiative within the context of the country or category was, how impactful it was in terms of championing skin diversity and breaking-down stereotypes or how much potential it had to travel. The winners and special mentions were announced on November 17th, 2022.

And the winners are…

Campaigns: NIVEA Creme Pride

The campaign was developed for the Limited Pride Edition of the iconic NIVEA Creme and to be bold about Beiersdorf as a company supporting the LGBTIQ+ network. The key visual shows the internal “Be You @Beiersdorf” network as well as allies who celebrate Beiersdorf as a place to work where everyone has the potential to feel good in their skin.

Activations: STUDIO NX

Studio NX is the Beiersdorf in-house content studio producing high quality, modern and versatile content for digital channels. In the last year, the studio has tested more content for NIVEA's social media channels that is in line with the NIVEA D&I guiding document, casting more and more diverse models and driving topics like modern masculinity, pride, and body positivity in the countries - in a highly successful way.

Social mission & team impact: D&I Transformation Mission within NIVEA Brazil

The Brazilian team went on a D&I journey that involves the entire value chain: They built D&I-targeted brand awareness through media, influencers and product campaigns as well as external credibility by partnering with NGOs and redesigning internal processes to foster a more equitable and diverse workplace.

I am delighted to see how our D&I journey is accelerating within NIVEA and whilst we are only at the beginning, I know there is so much more in the pipeline! The teams can really be proud of their achievements to date but we need to keep pushing the D&I Agenda for NIVEA because we all know how important representation is and the opportunity we have with NIVEA to shape what an inclusive society looks like.
Misel Ahom, Director Diversity & Inclusion.
We know from research that many people globally think that most advertising does not reflect the world around them, and many don’t see themselves represented in most communications. That’s why it has been phenomenal to see how the teams have embraced the principles of our NIVEA D&I Compass within their campaigns, activations and social / team efforts. This completely underlines the aim of the award, which was to leverage existing projects to move us forward on our NIVEA D&I journey.
Dagmar Janke, Global Director NIVEA Communications Operations & Agency Management.

Ready for the challenge?

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Nina Maurer

About the editor: Nina Maurer

Face care, deodorant and men’s products – these are just some of the categories Nina handles on a daily basis in the Corporate Communications team. She is responsible for Beiersdorf’s No. 1 brand NIVEA as well as our Oscar&Paul brands, such as Labello, 8X4 and Hidrofugal.