HAMBURG, Germany, March 3, 2011 -- Beiersdorf is preparing the ground for future growth and is newly aligning the NIVEA brand for its 100th birthday. With the business strategy "Focus on Skin Care. Closer to Markets." the company will concentrate on its core competence skincare, placing NIVEA in its center. NIVEA's anniversary celebration will be a worldwide campaign focusing on building a new generation of NIVEA fans while celebrating with its global consumer fan base. Beiersdorf's NIVEA today announced that as part of the brand's 100th anniversary activities, it will launch its biggest digital campaign to date. Through a multi-channel approach, global music icon Rihanna will help serve as the voice of the anniversary celebrations that will further engage a new generation of NIVEA consumers.

"Over the past 100 years, NIVEA has been an iconic skincare brand across the world. Rihanna is a music icon and her digital footprint will help us bring our anniversary celebration to consumers wherever they are," said Markus Pinger, member of the board, responsible for Brands.

Starting in May the brand will be kicking off a variety of multi-market digital and on-site activations including NIVEA's sponsorship of Rihanna's upcoming LOUD tour in the U.S. and Europe. The multi-city tour will include fan engagement through NIVEA- and Rihanna-owned social media channels and will feature various NIVEA-branded activations.

For millions around the world, the trusted NIVEA brand has been a staple in their home for decades, thus building a loyal consumer following. As the brand enters its centennial, it will pay homage to its heritage while looking ahead to the next generation of fans, enlisting Rihanna to lend her voice to the anniversary celebration.

About Beiersdorf AG

Cosmetics company Beiersdorf AG is based in Hamburg, Germany, and has over 20,000 employees worldwide. Its sales in 2009 amounted to euro 5.748 billion. The company has been listed on the DAX since December 2008. Beiersdorf's NIVEA is the world's largest skin care brand*. Other names in its successful international brand portfolio include Eucerin, La Prairie, Labello, 8x4 and Hansaplast/Elastoplast. Subsidiary tesa SE is one of the world's leading producers of self-adhesive products and system solutions for industry, craft businesses, and consumers. Beiersdorf has more than 125 years of skin care experience and is known for its innovative and high-quality products.

* Source: Euromonitor, Skin and beauty products excluding perfumes and hair color by sales volume, 2009

SOURCE Beiersdorf