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Rihanna To Help Beiersdorf Mark Nivea Centennial

Rihanna

German cosmetics company Beiersdorf is celebrating the centennial of its Nivea brand with a global campaign focused on building a new generation of fans.

Starting in May, the company will roll out its biggest digital campaign to date, featuring singer Rihanna in a multichannel approach.

The multi-market digital and on-site activations will include Nivea's sponsorship of Rihanna's upcoming "Loud" tour in the U.S. and Europe. The multi-city tour will include fan engagement through Nivea- and Rihanna-owned social media channels and will feature various Nivea-branded activations.

Calling the new strategy, "Focus on Skin Care. Closer to Markets," Beiersdorf says it will concentrate on its core competence -- skincare -- placing Nivea in the center.

According to Euromonitor, Nivea is the world's largest skincare brand.

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