The "100 years skincare for life" global campaign starts in May. It includes a multichannel digital campaign aimed at a younger target group.
Creative is being handled by Draftfcb.
Activity is centred around its "Focus on Skin Care. Closer to Markets," business strategy and will concentrate on its core skincare range.
The Beiersdorf-owned brand has enlisted Rhianna, the Brit Award-winning singer, who will "lend her voice" to the campaign. Nivea is also sponsoring Rhianna's North American and European tour, which kicks off at the end of May.
The tour will feature dual-branded social media channels, supported by further Nivea-branded activations.
The brand will conduct a global skincare advisory tour that spans 75,000 retail promotion areas and reaches 13 million consumers.