The collaboration with Beiersdorf is part of a long-standing partnership that has already been implemented successfully on several occasions and will continue in the coming semesters.
The aim of the project was to further strengthen the iconic NIVEA Creme among Gen Z and younger Millennials and to open up new areas of relevance - without losing sight of NIVEA’s distinctive brand DNA. Over a compact six-week period, the teams worked through a full strategic process, from examining the brand, market and target audience to developing independent concept worlds. The central question was how the classic NIVEA Creme could be reimagined through limited editions in a way that remains culturally, emotionally and socially relevant.
This work resulted in several concept approaches that connect the target group’s values with the brand’s identity. The guiding ideas centred on care, sustainability, emotionality and cultural relevance. What mattered was not only a coherent design perspective, but above all a clear strategic frame: the limited editions were conceived as recognisable, brand-consistent catalysts that create new occasions for interaction, conversation and closeness to the brand.
A key component of the project was the integration of genuine consumer insights. To test the directions developed and gain an initial sense of audience response, the students conducted an international survey.
The combination of strategy, creativity and research is what made the project so valuable: the students had to formulate hypotheses, clearly justify their concepts, sharpen their decisions based on insights, and translate the results into a professional line of argument and presentation.
