NIVEA – the "Digital Genius" in the German FMCG sector

Hamburg, March 21, 2018 – The recently published rankings for the digital performance of FMCG brands of one of the leading digital ranking companies, L2*, has named NIVEA the market leader across Germany and the sole “Digital Genius” of the industry. This puts Beiersdorf with NIVEA receiving a Digital IQ of 157 in the study at the top of the rankings – an improvement of three places over the previous year. Moreover, NIVEA MEN is among the winners of the overall survey.

The L2 Survey annually evaluates the digital performance in the areas of "Website & E-Commerce", "Digital Marketing“, "Social Media" and "Mobile", each classified in five levels. In the resulting ranking, NIVEA was able to achieve the highest point total and at the same time was the only brand to be awarded with the best possible rating of “Genius.” For L2, "Digital Geniuses" are brands that reach their consumers over a variety of end devices and diverse channels. NIVEA was able to beat out 74 other brands like Pampers, L’Oréal and Philips in the ranking.

“The result of the L2 Digital IQ Index pleases us and confirms that we are on the right path,” says Ralph Gusko, Board Member for Brands of Beiersdorf AG. “We want to offer our consumers an excellent brand experience across all channels. That’s why we concentrate on digital solutions that offer a true added value.” Digital competence is a decisive factor for competitiveness. In addition to a smart mix of the company’s own platforms and linking up with other channels, with NIVEA Beiersdorf is betting primarily on relevant content and services that go beyond the product. The company is also investing in strategic, global partnerships with Amazon, JD.com and Alibaba and is working on innovative digital solutions with numerous startups. “Our digital strategy in Germany is consistently oriented on the expectations of our consumers towards digital brand management,” adds Thorsten Schapmann, Head of Digital Marketing NIVEA Germany. “That’s why we are happy that the validity of our strategy has been impressively corroborated by the renowned L2 study.”

L2 especially praised the comprehensive product sites and the high visibility on internet retailers like Amazon. In the area of digital marketing as well, NIVEA was persuasive with its expert application of email marketing and desktop display advertising. In the area of Social Media NIVEA is in a position like few other brands to generate remarkable reach and interaction rates. YouTube, Instagram and Facebook were considered by the study. On all three platforms NIVEA nurtures a close dialogue with consumers and strengthens brand loyalty.

*About the Digital Rating Company L2L2 is a member-based information service that rates the digital competence of brands and makes data-driven insight from its own surveys available to its members. It’s IQ Index is the global standard for the digital performance of prestige brands. Further information about L2 can be found here.

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Inken Hollmann-Peters
Vice President Corporate Communications & Sustainability

Beiersdorf AG
Unnastrasse 48
20245 Hamburg, Germany

Phone: +49 (0) 40 - 4909 2001

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