Most successful international product launch within the skin care segment at the time
The problem and our approach
- Nivea is one of the leading brands in the skin care segment with more than 100 years of history on the German market
- Our mission was to develop a positioning for the international launch of a new anti-age-face cream by Nivea visage
- For this purpose we identified users of competitive anti-age-face creams as the most promising target group …
- Second, we detected their biggest buying barriers towards a Nivea anti-age-face cream …
- … in order to develop Power Insights that would convince the target group to buy a new anti-age-face cream by Nivea
Insights in our findings
Biggest buying barriers towards the anti-age cream, qualified with users of competitive brands
- Satisfaction with the current anti-age product and no need for another product
- Difficulties in believing that an anti-age product by Nivea Visage could achieve a better effect
Most convincing Power Insights to overcome the barriers, qualified with users of competitive brands
- The “DNAge repair-complex” turns back the time:
- Stops the cell-weakening-process
- Replaces damaged DNA-parts by a copy of a healthy DNA-part
- Improves the cell-quality to the level of 20 years ago
Based on the strongest Power Insights we developed a preference-generating positioning concept for Nivea. This concept was the foundation for the launch-campaign of the anti-age-face cream starting with the name “DNAge”, the claim “DNAge works where skin aging starts: at the DNA”, over packaging, TV-spots to online and offline media ads.
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"With the effective combination of information, creativity and rationality AMC succeeded in developing a variety of persuasive and innovative product concepts for NIVEA Visage.
It is rare that we have such a pipeline full of innovations!"
- International Brand Leadership, Unit Face Care -