‘Genius’ in our Digital IQ Index: Beauty | Germany, Nivea won second-to-top spot with a stellar e-commerce and social strategy. In addition to being part of a small group (11%) of mass beauty brands to test a direct-to-consumer e-commerce site, Nivea expands its reach with an institutionalized sampling program. Fans can apply to be a brand ambassador to receive samples of yet-to-be-released products and share with friends. Ahead of most Beauty brands in Germany, Nivea is among the 8% of brands to have a storefront on Amazon.de.
On the social front, Nivea’s YouTube channel is the second most-viewed in Germany, and its Facebook page has the most followers of all brands in our Index, 764,060. The brand is one of the few beauty companies to target men with its Nivea Men Deutschland Facebook page. Its TV commercial “Danke Mama” was the second-most viewed of all German Beauty brand videos after “Dove Real Beauty Sketches.”
Of the three ‘Genius’ brands in our Index, Nivea was a newcomer joining veterans Clarins and Estée Lauder. It built on its status as the top German skincare brand by market share and one of the most-searched beauty brands (along with Yves Rocher, Nivea, Vichy, Mary Kay, Clinique and Catrice) for ‘Genius’ status.