Beiersdorf employs FCB as it gets ready for UK Nivea launch

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.’