Jade Wild
Ethical Advertisement & Revamp
FASM 400-02 Fall 2020
Table of Contents Company Description Target Customer Current Platforms Advertising Evaluations Advertising Revamp
Jade Wild
Ethical Advertisement & Revamp
FASM 400-02 Fall 2020
Primary Business Skincare & Body Care
Company Description
· German · Beiresdorf Global AG · 28 March, 1886 · Legendary Product: Nivea Creme · Core Values: Care, Simplicity, Courage, Trust
Mission Statement “Our vision is to be the number one in skin care in our relevant markets and categories. Our compass is our Blue Agenda. Introduced in 2012, it defines the course we are adopting to face the challenges of the future and with which we intend to reach our goals. And we are under way!� - Beiresdorf AG
Company Description
Target Customer
Kate Lakeman Age: 27 Outside of Philadelphia Young Professional $75,000 Salary Dating Kate is a young professional who is constantly working. She doesn’t have a lot of money to spend, so when it comes to personal care she would go for products that are good for the price. On her free time she likes to read, go on walks, and visit the city. She hasn’t settled down with anybody but is open to dating.
Target Customer
Jared Bordolli Age: 24 Tallahassee, FL Young Professional/ Graduate School $75,000 Salary Dating Jared is a young working professional and is also getting his master’s. Jared is not well versed in skincare so he goes for what’s convenient at the drugstore and isn’t expensive. Jared likes to workout and watch soccer. He is not settled and will move once he gets his master’s.
Current Platform
Instagram · 67.9K · Mostly Female · Majority White Females · No Body Inclusivity · Floral & “Girly” · Features White Men · Couple Posts about Pride Month
Current Platform
Website ·Purchase Product Assortment · Body, Face, Men · Not Attractive · Little Visuals · Most Nivea sales come from Brick & Mortar Retail
Current Platform
Facebook ·23 Million Likes ·Not a lot of interaction · Posts Frequently · They Respond to comments · Mostly advertise to women
Research Assessment Overall, Nivea’s platform favors caucasion females and males from ages 18-35. Most of their platforms are more focused on targeting women then men even though they have a wide selection of products for males. They are trying to recover from their past scandals by being more diverse, but they are still lacking models of color on their platforms. When it comes to advertising women products, they advertise in a way for how women should take care of themselves to attract attention from men which is a sexist approach. For men’s products, campaigns are super masculine and says things on the lines of “How to be a man” and feature well dressed, muscular men.
“White is Purity”
“Re-civilize Yourself”
2017
2011
“Visibly fairer skin” 2017 Unethical Ads That Received the Most Backlash
Feeling Like Glossier
Versed X Female Athletes
Inspiration
Lush ‘Dragmas’
Advertisement #1 · More Inclusive · Supports LGBTQ+ · Steers away from “Manly” stereotype ·Feels Genuine · Shows it is a safe product
Advertisement #2 路 Shows self care 路 Not Sexist 路Genuine 路 Shows that women use skincare to be more hygenic and self care
Advertisement #3 路Inclusive 路Diverse 路Product is for everyone 路 Shows the product is versitile
Mock Advertisement Instagram Facebook
Public Transport
City Billboards
Sources · https://www.niveausa.com/ · https://www.colorlines.com/articles/nivea-apologizes-ad-telling-black-men-re-civilize-themselves · https://metro.co.uk/2017/10/19/now-niveas-been-accused-of-racism-over-their-visibly-fairer-skin-advert-7012497/ · http://globalsustain.org/en/member/1273#:~:text=Our%20vision%20is%20to%20be,And%20we%20are%20under%20way! · https://www.nivea.ie/about-us ·https://www.marketing91.com/marketing-strategy-of-nivea/ · https://www.beiersdorf.com/career/why-beiersdorf