Beiersdorf-owned skin care favourite Nivea has taken its brand marketing to the next level by holding in-store events which allow consumers to add personal photographs to their Nivea tins.
Consumers have visited the events, which have been held at E-Marts and drugstores across Korea. The company has seen more than 100 participants on a daily basis and has sold more than 1,000 personalized tins since the event started in October.The branding event is set to continue throughout November and December at various locations across Korea and will no doubt gain more devoted followers.
Indeed, sales of Nivea were instrumental in Beiersdorf’s strong Q3 earnings, which beat analyst’ expectations. The German-based company has significantly ramped up its marketing for the Nivea brand and has used social media campaigns on Facebook and Twitter to target men and younger consumers, and as a result has gained market share in a difficult environment.