The calculus of Nivea’s strategy update

Beiersdorf-owned Nivea creme needed to increase its appeal among younger audiences through a brand refresh and pre-tested the strategy’s written form to create a global position.

It may not be fashionable to say so, but Nivea’s strength comes from playing in the mass-market, in the unremarkable, the quotidian, the one-size-fits-all. That’s not to say that any refreshing of Nivea Creme, one of its core consumer products for over...