NEW YORK: Beiersdorf, the maker of Nivea skincare products, has selected Hill & Knowlton as its AOR. Work is already under way, and immediate projects will include the launch of two products for Nivea.
The work will cover the Nivea Body, Nivea Visage, Nivea for Men, Eucerin, and Aquaphor brands, noted MaryLee Sachs, US chairman of H&K.
"Nivea has had a good growth trajectory," said Sachs. "It's looking for us to help go beyond the beauty books to [things like] broadcast and celebrity seeding."
The agency is engaged to launch Nivea Body Good-bye Cellulite Gel-Cream and Nivea for Men Energizing Hydro Gel, the latter of which launched with a number of integrated online tools, such as a video contest at Up4 Anything.com. The site solicits videos from men to prove they're up for a "best week ever" featuring events from partners ESPN, Maxim, and Rolling Stone.
"Everything we're doing has a digital component, which is very exciting," said Sachs. "It's been very quick to pick up."
For Nivea Body Good-bye Cellulite Gel-Cream, the agency helped throw a Nivea-branded fashion show with bathing suit designer Shay Todd on May 19.
After initial activities around the product launches, H&K will continue to handle communications for Beiersdorf. Sharron McDevitt, H&K VP, will lead the account team.
H&K's work with Beiersdorf began in early April. The company previously worked with Blue Sky Communications.