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.

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