Beiersdorf Belgium – Brand Image development strategies for the “Nivea” brand

Development of a reputation strategy for Beiersdorf’s icon brand Nivea, focusing on making Nivea the thought leader, including the reference expertise and likeability position in the skin care and beauty sector. The assignment included developing comprehensive action programmes in the intermediary fields of media relations, the medical and paramedical sector, and specific sub-brand related target groups (youngsters, seniors, men).


Most innovative contribution: The development and management of long term “Brand Image Development Campaigns” for Nivea between 2000 and 2005, with the aim of enhancing the modernity of the umbrella brand and increasing the emotional relationship with its customers. All of the successive campaigns were showcases of how integrated communications can work, including advertising, DM, internet, POS, activation, PR, editing.

Helen Willems, Country Manager Beiersdorf Belgium: «Ine Mariën’s agency convinced us during the selection process for a new agency. Her determination, her phased analysis of our brand’s positioning and its value as well as of the competition’s activities in combination with her in-depth knowledge of the interaction between the different media helped us develop mass-market communication through innovative and efficient channels. Thanks to Ine Mariën, we were able to develop the Nivea brand through various targeted awareness campaigns: an art exhibition focusing on the brand on the occasion of Nivea’s 90th anniversary, an extraordinary hairdressing competition, etc. The brand’s image and its emotional capital were substantially raised among the general public.»