NIVEA announces Peter Schmidt Group as new lead agency design partner

  • Peter Schmidt Group selected by Beiersdorf as new global lead agency design partner for NIVEA
  • Within a new design agency model, NIVEA will work together with one strategy and brand identity lead partner and a pool of challenger packaging design agencies with regional and category focus
  • The cooperation between Beiersdorf and Peter Schmidt Group will kick-off in March 2021

Hamburg, March 18, 2021 – Beiersdorf’s iconic skin care brand NIVEA has a new strategy lead design partner: Peter Schmidt Group was selected as the new global lead agency for the brand identity. As part of its new Design Agency Model, NIVEA plans to work with Peter Schmidt Group and a pool of challenger packaging design agencies with regional and category focus in the future. With Studio Blue the Peter Schmidt Group therefore forms an independent unit in its office in Hamburg that exclusively serves NIVEA.

As lead design partner Peter Schmidt Group will create an integrated visual translation of NIVEA’s brand strategy and define visual and non-visual brand properties across the consumer journey. During this creative process product packaging will be at the center of attention. Among all other touchpoints it is by far the closest to the consumer – whether in retail or at home in the bathroom. Beiersdorf and Peter Schmidt Group will start their cooperation in March 2021. As design and brand experts, the Peter Schmidt Group is an excellent completion to our bespoken communication agency Publicis OneTouch.

Corinna Asmus, Global Head of NIVEA Brand Identity: “Peter Schmidt Group is a great fit as strategy lead agency within our new model and we are looking forward to a strong partnership in order to manage the NIVEA brand consistency and coherence around the world. The agency’s unique combination of excellent brand management know-how and packaging design expertise will help us to define the NIVEA brand identity across all touchpoints in a clear and efficient way. Our goal is to own more brand properties in consumers’ minds and to increase brand equity.” Ralph Zimmerer, Vice President NIVEA Brand Identity & Capability, underlines: “Peter Schmidt Group will support us in the ongoing development of the brand appearance and its implementation across the consumer journey. Together, we’ll move to a next level of contemporary NIVEA design, while at the same time we keep what’s iconic, familiar and positive about the brand. We look forward to the collaboration with Peter Schmidt Group within our new agency model.”

Ruediger Goetz, Managing Director of the Peter Schmidt Group: “With NIVEA, we are gaining a very special brand icon from Germany that has outstanding international appeal. We are more than proud and look forward to working with a team on the customer side that we have always found to be extremely constructive and motivating in pitch process of the recent months.”

Beiersdorf Brand Identity and Global Procurement Marketing departments led jointly a tailor-made agency selection process contributing to overarching business strategy. The next step in the setup of the new NIVEA design agency model consists of the selection of three to five packaging design agencies, which will work as challenger and sparring partner, adding regional insights and category knowledge to shape NIVEA’s brand identity for the future.

During the selection process Beiersdorf were supported by “cherrypicker”, one of the top agency management consultancies in Europe and a design agency expert.

Press Contact

Anke Schmidt
Vice President Corporate Communications & Government Relations

Beiersdorf AG
Unnastrasse 48
20245 Hamburg, Germany

Phone: +49 (0) 40 - 4909 2001

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