NIVEA MEN: the story of male skincare
Challenge
Challenge

It wasn’t all that long ago that male skincare was regarded as not very manly. As such, the brand was seeking to conquer a market that didn’t really exist.
Idea
Idea

For all the men out there, NIVEA MEN is a bit like a good mate. It doesn’t talk too much and, when it does, it isn’t boring. It only gives tips when they are really needed and, otherwise, is a pretty cool guy with a great sense of humour.
Success
Success

Over the years, we have helped build and shape the NIVEA MEN brand. While Angela Merkel became German Chancellor, while the iPhone revolutionised the world and while our agency changed names more than once, the NIVEA MEN brand was being systematically developed and expanded – and led into a digital age. And it is now the world’s number-one face care brand and the most popular male cosmetics brand of all. That’s what we call ‘brand leadership’.

Ready for anything
When men such as Big Wave world champion Sebastian Steudtner go surfing, they don’t do things by halves. Optimum preparation is, of course, essential. And this also means NIVEA MEN when it comes to skincare.

Ready for anything
When men such as Big Wave world champion Sebastian Steudtner go surfing, they don’t do things by halves. Optimum preparation is, of course, essential. And this also means NIVEA MEN when it comes to skincare.
The inside story
In several digital content snippets, we went behind the scenes with the world champion. How does a big-wave surfer train? What do they eat? What are they scared of? And how on earth do they prepare for waves as tall as skyscrapers?
The inside story
In several digital content snippets, we went behind the scenes with the world champion. How does a big-wave surfer train? What do they eat? What are they scared of? And how on earth do they prepare for waves as tall as skyscrapers?





Cooking and healthy eating are hot topics among men. That’s why brand ambassador Jogi Löw received stellar support for the annual NIVEA MEN campaign: Tim Mälzer. Together, they produced the cookbook ‘Erfolgsrezepte’ (‘Recipes for Success’). Top-quality food that tastes delicious.
Recipes for success




Life of a face
There are still men who think ‘what’s the point of moisturising my face?’ There are countless answers to this question. We illustrated a few of them, making it clear to even the most sceptical of men that the male face doesn’t have it easy. And that they should take good care of it.
Life of a face
There are still men who think ‘what’s the point of moisturising my face?’ There are countless answers to this question. We illustrated a few of them, making it clear to even the most sceptical of men that the male face doesn’t have it easy. And that they should take good care of it.



Legendary product launch
Even the best coach doesn’t celebrate their finest achievements alone. With this in mind, we brought three legends of German football on board to help Jogi in this integrated campaign.

Legendary product launch
Even the best coach doesn’t celebrate their finest achievements alone. With this in mind, we brought three legends of German football on board to help Jogi in this integrated campaign.





Multi-purpose tool promotion: perfect for footballers out of their comfort zone.
Men have the right tool for any situation. NIVEA MEN fans even have a multi-purpose tool. Even our footballing legends can’t imagine life without this promotional incentive.
Multi-purpose tool promotion: perfect for footballers out of their comfort zone.
Men have the right tool for any situation. NIVEA MEN fans even have a multi-purpose tool. Even our footballing legends can’t imagine life without this promotional incentive.

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