FCB is plugging the gap in its portfolio created by the departing
L’Oreal with an appointment to handle UK brand development for
Beiersdorf, the maker of Nivea skincare products.
The assignment is the prelude to what is expected to be a major UK
launch under the Nivea name later this year.
FCB’s entry on to the Beiersdorf roster does not affect TBWA Simons
Palmer, which continues to handle the existing Nivea business in the
UK.
Details of the launch remain under wraps although Beiersdorf, which is
investing pounds 13 million in Nivea sub-brands, is looking to introduce
a male equivalent of the Nivea brand. Deodorants, female bodycare
products and the development of the Nivea Vital skincare range for older
women are also under consideration.
FCB was drafted in by Beiersdorf after Harry Reid, the president of FCB
International, and other senior executives presented findings from their
ongoing Mind and Mood research programme to Beiersdorf managers at their
Hamburg headquarters.
Chris Rendel, FCB’s chief executive, said: ’We were able to give them
some fresh perspectives on a market we already know a lot about.’
