Nivea Turns 100 with Rihanna's Help

Old and new come together as FMCG giant Beiersdorf’s Nivea celebrates its 100th anniversary with a new campaign, "100 Years Skincare for Life" featuring an integrated campaign that appeals to new fans via Rihanna, the brand's global ambassador.

Even her latest hit single, California King Bed, reinforces the Nivea brand with lyrics (“Chest to chest. Nose to nose. Palm to palm. We were always just that close”) that capture the emotions of intimacy and connection for the skin and body-care brand, whose name derives from the Latin word niveus/nivea/niveum, meaning "snow-white."The centennial campaign include consumer promotions such as the Nivea-sponsored private Rihanna concert last monthin Milan as prizes plus ten million online codes on products for Rihanna downloads on the Nivea website.

Nivea is also sponsoring Rihanna's 'Loud' tour of the US and Europe in a concerted effort to make an old brand relevant to younger consumers.