Beiersdorf Middle East FZCO, the regional affiliate of the global beauty and skin care giant Beiersdorf Group, has rolled out the company’s global branding initiative for their leading Nivea brand.

The new umbrella brand campaign “Beauty is…” is an evolutionary step for Nivea focusing on the concept that true beauty is not one dimensional but a combination of looking beautiful, feeling beautiful and being (a) beautiful (person).

In the new “Beauty is…” campaign this holistic and emotional philosophy is reflected in statements such as “Beauty is a Sparkle”, “Beauty is Care” or “Beauty is Joy”. The campaign, using a combination of international and local talent will be run in Arabic, English, Farsi and French, said an official spokesman.

Managing Director of Beiersdorf ME FZCO Robert Taylor-Hughes said that the past years have seen significant changes in the lifestyles of women around the world and also in their perception of what beauty is.

“And the Middle East is no exception. Nowadays, women have to cope with diverse tasks and high demands; they are, among other things, a business woman, a good friend, a mother, a wife and a colleague. Our research has shown that acceptance in the business environment on top of recognition within the family is more important than ever,” said Beiersdorf.

This is why, according to Taylor-Hughes, it is particularly important for women to feel good, both in their own skin as well as in the social environment.  A world wide survey conducted on behalf of Nivea has confirmed - for women, beauty is today more than just looking good – it is the interaction of personality, looks, well-being and interpersonal experience. – TradeArabia News Service