Product details

Nivea, a personal-care product brand, was owned by Beiersdorf AG (Beiersdorf) based in Hamburg, Germany. Over the years, Nivea was embroiled in controversies over its homophobic and LGBTQ ads. After facing a major backlash, Nivea had apologised to its customers on social media platform for the unfortunate ads. Nivea even attempted to revive its image among the customers by improving its brand communications. In a major development, FCB, the advertising agency for the company for the past 100 years, parted ways with Nivea in 2019. FCB resigned from Nivea account as the brand rejected an image in the ad showcasing two men. In the meantime, Nivea adopted a new corporate strategy 'C.A.R.E. ' in order to accelerate growth in new business areas, strengthened its skin care categories, improved productivity and worked towards improving consumer engagement with digitalisation. Moreover, Nivea appointed a new global agency, Publicis Groupe as its marketing transformation partner. Amidst this scenario, it remained to be seen whether Nivea would be able to accelerate growth in the coming years.