Real marketing goes deeper than celebrity endorsement
Beiersdorf, the maker of well-known skin products such as Nivea, is very careful how, and through whom, it promotes its products
Refusing to capitalise on free and positive publicity from the likes of Justin Bieber and Kylie Jenner might be seen as a huge mistake in most companies, but the marketing team at Beiersdorf are confident in their approach.
While Beiersdorf is not a household name, its brands, which include Nivea, Nivea Men, Labello, Atrixo, Eucerin, Elastoplast and La Prairie, are well known and it is very careful about how they are promoted.
It is important...
Subscribe from just €1 for the first month!
All Digital Access + eReader
Unlimited Access for 1 Month
*New subscribers only
€149 For the 1st Year
Unlimited Access for 1 Year
90 Day Pass
Unlimited Access for 2 Years
Get a Business Account for you and your team
Tom Maguire: Tax changes we make now could help business for years
The way we did business a few months ago may never return – so the opportunity is to make changes that will both aid recovery and set us up well for our new futures