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

19th November, 2017
Paddy Carmody, marketing manager for Beiersdorf in Ireland Picture: Maura Hickey

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...

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