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New Goodbye Cellulite

New Goodbye Cellulite | Nivea | TBWA
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basics
Industry: Beauty & Health
Media:Outdoor
Published:Mar. 1, 2006
Market:Belgium
Language:English
Style: Minimalism
descriptioncnen
In recent years, anti-cellulite products have become the market driver for the whole body care segment and by the end of 2005, the market was already overcrowded. L’Oréal acted as the innovative European pacemaker and, with the introduction of ‘Perfect Slim’, became number one in the total body care market in France and Portugal. At the opposite end of the scale, Dove, with its “real curves campaign”, played on women’s desires to be seen the way they really are. Following behind, Nivea was forced to tell a completely new story. Research carried out around the world revealed that women weren’t understood in a holistic way and proved that they don’t want to feel stressed by their beauty regime (Source: TGI Europe 2006). Nivea Body Good-bye Cellulite is the only anti-cellulite product which provides both performance and relief from social pressures. With this revolutionary strategy Nivea became the market leader in Europe with an 18.6% market share (Source: Market Research Brands, 2006)
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EACA Euro Effies 2007
Bronze
FMCG
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