in an attempt to step away from their reputation as simply the vender of their flagship product, and transformed themselves into a larger figure in the skincare industry by introducing various kinds of sunscreen and specialized products for children — while still maintaining a marketing scheme that brazenly appealed to idealized notions of white femininity. Ultimately, as Douglass argues, these moments are ones that can (and should) be used to analyze a broad set of cultural implications, rather than giving into the temptation of only focusing on the isolated event itself. NIVEA night is a creative packaging advertisement that makes sense. Up until August of 2011, Nivea’s problematic tendencies were poorly-veiled by a complete lack of engagement with any notion of ethnic inclusivity, which becomes abundantly evident after merely a brief skim through the history of their advertisements: sampled from 1911, 1935, 1964, and 1992, respectively. This can be observed from the focus of the image which is a woman with bright glowing skin – this can be assumed to be from the moisturizer. Nivea Ad “White is purity” Why is that motto so bad? In addition to the Middle Eastern “Purity” campaign already discussed, Nivea frequently markets their products as creating “visibly fairer skin”, “natural fairness” and lotions that “visibly lighten”. A relatively popular white supremacist group posted this statement on NIVEA’s Facebook page shortly after the ad was launched: “We enthusiastically support this new direction your company is taking. The specific benefits of their breakout product, “Eucerin,” were vaguely defined and remain unclear, but the moisturizer gained enough popularity throughout Europe and parts of the United States to allow its proprietors to expand the scopes of their business. Despite this myriad of socio-politically acceptable regret and carefully worded apologies, the disturbing underlying messages of the Invisible Deodorant ad were not lost on consumers. Nivea Case Study 1. NIVEA Stress … These tag lines are notoriously attached to images of female models with dark skin, such as this image which appeared on billboards across Africa in 2017.They also released a shocking video which illustrates the same product physically lightening a black woman’s skin. Although this shift in their targeted demographic widened the scope from exclusively appealing to white women to include white men as well, NIVEA’s marketing antics are far from sensitive and accepting — after all, the name “NIVEA” stems from the Latin word “niveus,” which translates to “snow-white.” The two ad campaigns we will be analyzing for our project both revolve around Nivea’s recent perpetuation of and direct appeal to Westernized, white-centered, ethnocentric projections of beauty and health. The 2011 advertisements for the men’s line also represent an attempt to carve out a masculine space. It can be concluded through the analysis of the NIVEA for men range in the market that company emphasis on the advertisement for the launch of NIVEA for men range in the market, as there was effectively focus on the football sponsorship to increase sales of the company or in order to get the additional market share because it is the game that loved by the citizens. Their products in particular, as means of representing the body, are a prime site for this type of contestation and formation of ideals. 10 “Homo Faber, Family Man,” and Ch. The white males are left to their own devices- looking suave and smug while gambling in dramatic lighting which highlights their jawlines, cheekbones, and dark hair. Although the market is small compared to the Australian and American market, New Zealand has still had a steady growth in sales across the years 2007-2012 with the average increase of 15 million dollars over the 5 year period (Euromonitor, 2013). Even their longer, slicked back hair contrasts with the severe buzzcut of the black subject- suggesting that some men need to be restrained more than others, or that hair on some bodies is more threatening when left unaltered. ... Research and analysis; Related. Not only that, but the globalization of Western standards of attractiveness is a potent manifestation of the ethnocentric colonialist antics that have defined the culture’s evolution and warped its self-perception. (Wolska, 2011) (See appendix 7) In the advertisement for Nivea for men, a woman is used to imply that through the use of this product one may seem more attractive to the opposite…, Nivea Ad “White is purity” Why is that motto so bad? Show More. Lancaster’s point about job insecurity and the decline of a stable, white middle class as a result of immigration and racial tensions underlies the difference in civilization rhetoric in the men’s advertisements. Less than 30 years later, NIVEA further reframed their brand to appeal more widely to the global market that they sought to engage with. since the product is a moisturizer the target audience can be narrowed down to women with dry skin. Nivea Ad “White is purity” Why is that motto so bad? Nivea body wash are sold using the Nivea name just as Dove body wash. Nivea body wash has become increasingly diversified to include the male products. Whereas skin care and lotion for women helps to make supple, glowing, attractive skin, the men’s version purportedly returns them to a higher masculine domain of work. In this essay I will be analysing the Nivea advertisement. The spot featuring a black model says, "Re-civilize yourself." The ads serve to secure and reinstate the position of white femininity by portraying a differentiated use of their products, and by curating whiteness as the goal – the ultimate body to ‘care’ for. Although this advertising campaign is flagrant and offensive, it shouldn’t come across as shocking or unprecedented when contextualized in its cultural setting. Nivea has always made their products with the view to mass market it with different offerings for a different set of buyers and making i… Now they could use NIVEA for Men, a range of skincare products just for them.”. Best ads by Nivea. Nivea’s own shift in marketing in 1986 seems to echo rising concerns about masculinity in an era of burgeoning feminism. Nivea’s 2009 advertisement for Active3 men’s shower gel boasts the ability to “SHAMPOO,” “SHOWER,” and “SHAVE” with only one product. This pair of ads was subject to controversy and eventually led to Nivea retracting the campaign. If you don’t use Nivea, or cannot afford to look like this, the ad suggests, you must simply not care enough- and that’s not the right look for the refined, cosmopolitan, capitalist man. The advertisement was not only met with vehement disapproval from all popular media outlets and most online social presence, but was also avidly embraced by a small amount of far-right (or alt-right) activists. Discrimination of any kind is simply not acceptable to us as a company, as employees, or as individuals.”. In addition to this binary line between the realm of women and men, NIVEA’s history upholds a hegemonic ideal of white, Eurocentric femininity even when advertising in other countries. Rather than catering their products to match the needs of each consumer base, their advertisements consistently reinforce a nationalist white femininity. The sender relies on its well-known brand image. A marketing plan should include five stages: Analysis – Objectives – Strategies – Tactics – Control. The subject’s position as a white man, already squarely within hegemonic masculinity, allows him to use these products to better himself, and to reach success literally on another level than that of the black model. A clear divide between the products of men and women is necessary – a man caught using non-manly lotion commits the sin of being too effeminate, further eroding his social position. Whether that involves an unfinished home, car crash or annoying children, life dishes out enough daily distractions without needing one more thing on a man's mind. 2. Ultimately, as Douglass argues, these moments are ones that can (and should) be used to analyze a broad set of cultural implications, rather than giving into the temptation of only focusing on the isolated event itself. NIVEA fully rebranded themselves in 1958, in an attempt to step away from their reputation as simply the vender of their flagship product, and transformed themselves into a larger figure in the skincare industry by introducing various kinds of sunscreen and specialized products for children — while still maintaining a marketing scheme that brazenly appealed to idealized notions of white femininity. Lancaster argues that this perception of endangered masculinity led to a variety of renegotiations of the masculine, especially through figures and tropes of male characters in popular culture. An Introduction to NIVEA and its History. At the same time, an emergent women’s movement challenged men’s monopoly over education and their “natural” authority in the political sphere. This is a sanctioned space in which to ‘let oneself go’, but the ad suggests that on top of this already privileged position in the scene of the city, a man can distinguish himself through his appearance. Moreover, since NIVEA is one of the large companies in the world and has a great market share internationally, the credibility is very high and trusted. Nivea Ad Analysis Audience and purpose The Ad targets young to middle aged women. I’m glad we can all agree that #WhiteIsPurity.”, Although this advertising campaign is flagrant and offensive, it shouldn’t come across as shocking or unprecedented when contextualized in its cultural setting. Customer groups on the basis of gender (Men/ Women) and age (Baby/ Millennial) has been defined by the company to offer them products as per the life stage to which they belong to. The ad campaign, which aimed to garner exposure for Nivea’s new line of face and body shave lotion, received exposure not for the company’s goal but for another reason. Ch. Alas, although one of their concluding points in the autobiographical section of their website states “For 100 YEARS we have created skincare products which means NIVEA understands skin like no one else, for any person, male or female and for any skin type – NIVEA for life,” it is ultimately unsurprising that the company’s first few misguided forays into ethnic inclusivity were massive failures, complete with extremely telling cultural implications. All ads shouldn’t focus on the background of it and needs to focus on the actual product they are trying to sell because they will not get any buyers with the ads they are putting out there, Business Case Study: Deja Vu Time Traveling Corporation, The Allegory Of The Cave, The Honest Truth About Dishonesty, By Dan Ariely, An Analysis Of The Communist Manifesto By Karl Marx. Figure 7: NIVEA advertisement Source: NIVEA webpage (2014) Clear images, vivid and descriptive examples, and concise details underline the advantages and benefits of the product and the brand itself. 943 Words 4 Pages. The income group to which the offerings will be suitable will be the upper middle and middle-income social class. Again, in contrast to the position of the black model, they seem relaxed and in control of themselves. NIVEA rolled back the entire campaign within two days of sharing this advertisement, as it was immediately faced with not only a flood of low-level public criticism, but also massive big-name media attention as well (New York Times, The Washington Post, CNN, and many more). Their products in particular, as means of representing the body, are a prime site for this type of contestation and formation of ideals. To care goes beyond the body, it is to curate the proper subject. Other images from the campaign, however, suggest that giving a damn may not look the same or hold similar prospects for all men. Show More. In this ad, Nivea tried to show that when you use the deodorant you will not have the marks. NIVEA Marketing Plan to Relaunch. The difference in results garnered from the products between men and women further showcases the desire to mark the proper subjectivities and spaces of the two genders. Conceived and executed by Jung von Matt/Alster, an ad agency based in Hamburg, Germany, the … When you look at this ad that’s not what you are getting from it. Unlike the white advertisement, the black model’s use of these products has marked a subtle return to a more basic level of humanity. Plus, the lighting is present to show the moon in this creative advertisement strategy. The slogan “Re-civilize yourself” was only used in this ad, with a black model, and appears in no other images or media in the campaign. The model’s positioning in what appears to be a parking lot, a mark of societal infrastructure, is his return to such a world now that he is sufficiently civil. Whenever you are traveling to colder regions, you cannot do without your Nivea cream, the brand has that kind of hold on consumers. They took it off of social media and also apologized to the public, it might not what an apology should have looked like but they still apologized. Nivea: Gendered and Raced Care of the Self, Looking Like You Give A Damn: Crafting Masculinities, Conclusion: Hegemonic Masculinity and Femininity Commodified, https://www.ftc.gov/news-events/press-releases/2011/06/ftc-settlement-prohibits-marketer-claiming-nivea-skin-creamcan, https://en.wikipedia.org/wiki/Nivea#cite_note-6, https://www.niveausa.com/about-us/our-company/niveahistory, https://www.nytimes.com/2017/04/04/business/media/nivea-ad-online-uproar-racism.html, https://www.nivea.com.au/products/deodorant/black-and-white, https://www.washingtonpost.com/news/business/wp/2017/04/05/niveas-white-is-purity-ad-campaign-didnt-end-well/?utm_term=.d0d39d940fd1, https://money.cnn.com/2017/04/05/news/companies/nivea-white-is-purity-racist-ad/index.html, Lancaster, Roger. This is a creative packaging advertisement that makes sense. Although the model’s skin is not directly revealed to her audience, the hairstyle she’s dressed up in evokes an identifiably anglo-saxon image, perfectly projecting her as the standard of whiteness and purity that NIVEA wants to sell. Competitive. Nivea Ad Analysis Audience and purpose. Here are the weaknesses in the Nivea SWOT Analysis: 1. We deeply apologize for that and have removed the post. The advertisement’s succinct statements parallel the straightforwardness of the product meant for men who just want to “get more done”. In today's "what were they thinking" news (see: Tuesday's controversial Pepsi commercial), Nivea is under fire for its latest ad campaign. This placement is not ‘exemplary’ in the same way as the elevated second image, it is a banal or everyday location. The ad indicates a small tub of NIVEA cream, which has the lid slightly off. She writes that “White southern women’s move into a broader public role historically coincides with a wider regional (and national) move to curtail the rights of blacks, and it is important to recognize the way these two moments reinforced each other” (2003:191). Analyse how well the company took these into account in its marketing plan. 3. Using Brierley’s technique in the Nivea advertisement, it looks like there are two formats being used where the woman in the advertisement is a presenter with the product presented near her and she is shown having a clear and youthful complexion without any wrinkles and the way this advertisement makes the consumers show how the product works and what it does signifies it with a slice-of-life format. No other brand has reached the brand recall level of being a cold cream as Nivea has. A similar move appears in Nivea’s advertisements geared towards women as with men. In advertisements directed at males a woman can be used to praise the man and reinforce the products quality to the audience. Brierley (2002, p. 174) claims that there are three basic formats of advertising in commercials and print advertisements. This has shown the popular demand of consumers for skincare products in the New Zealand market. They released an official apology that reads as follows: “That image was inappropriate and not reflective of our values as a company. The active distinction between white and black is also manifested in the literal lack of darkness in the advertisement: white clothes, white sheets, white window, off-white wall, bright yellow blanket, white sky, etc. By using these commodities, the consumer can become masculine or feminine in the correct ways. The product comes in a small bottle and it is an ideal toiletry item for any busy men. • With the unique features of the “Nivea sunscreen soap” soap, an aggressive advertising campaign was imperative to inform the target market, create brand awareness and established basis for brand preference in soap market. It seems as though the nature of their products, as intimately related to bodies and, as a result, their skins and genders, always leads back to the regulation of those bodies by hegemonic ideals. The ads are visual affirmation of hegemonic white masculinity. They also diligently responded directly to individuals who called attention to their problematic rhetoric with similarly worded apologies. This was misleading because they used a woman and the room was bright. The ad -- promoting Nivea's line of men's skincare products -- features a neatly dressed black male model about to toss the decapitated head of another black man with an afro and beard. He is not threatening, but he is also not threatened- the foot slightly over the edge is enough to signal his daring will. But they didn’t; they put these particular ads out into the public. Although the model’s skin is not directly revealed to her audience, the hairstyle she’s dressed up in evokes an identifiably anglo-saxon image, perfectly projecting her as the standard of whiteness and purity that NIVEA wants to sell. Therefore suggests the image of the moon, cover, and background are night sky. Immigrant labor organizations and political machines further undermined the power of white, middle-class men in every major city. The one featuring a white model reads, "Sin City isn't an excuse to look like Hell." NIVEA’s Invisible Deodorant campaign is clearly a product of a cultural climate that is saturated with deeply prejudiced definitions of beauty and purity, to name only a few examples. We take pride in creating products that promote beauty in all forms. Diversity and inclusivity are crucial values of NIVEA. In contrast, the variation with the white model suggests a very different social position. The purpose of this market analysis is for Dove to increase their understanding of the New Zealand skincare market. In contrast to the more casual grey sweater, surely designed to emphasize crafting a less threatening black-body, the white model wears a full suit. The one featuring a white model reads, "Sin City isn't an excuse to look like Hell." The fact that this product line was targeting a non-white and non-Western cultural climate is no coincidence; the globalization of our economic standards allows us to commodify and profit off of the beauty standards that we also project onto the communities we exploit. The ad, which appeared in a Facebook post last week, originally targeted the German skin care company’s followers in the Middle East. The product comes in a small bottle and it is an ideal toiletry item for any busy men. Not only that, but the globalization of Western standards of attractiveness is a potent manifestation of the ethnocentric colonialist antics that have defined the culture’s evolution and warped its self-perception. The product attributes are it is a 3 in 1 functional body wash which acts as a body wash, shampoo and shaving cream. Development of the quintessential Southern femininity occurred against the figure of the less refined, sometimes less than subject, black woman. Nivea posted on Facebook as well, they said “Keep it clean, keep bright. Competition for Nivea includes Proactiv, Gold Bond, Olay, Neutrogena (Skin Care), L'Oreal Paris Skin Care and the other brands in the Health & … since the product is a moisturizer the target audience can be narrowed down to women with dry skin. Despite this myriad of socio-politically acceptable regret and carefully worded apologies, the disturbing underlying messages of the Invisible Deodorant ad were not lost on consumers. What was shed along with this mask was a characteristic afro and beard, attributes of a supposedly ‘uncivilized existence’. In the year 1980, Beiersdorf, which is known as the international company owns NIVEA and after that, the company has … Purity becomes something which can be achieved and maintained through correct purchases, but still only within the realm of those who can afford it, and as the ads suggest, for white, gender-conforming people. Advertisement analysis –Tesco’s 1097 We humans are programmed or born with the inherent desire to satiate our needs. Natural hair, in the history of racial prejudice in the United States, has been both a point of contention (battles in the workplace to change black natural hairstyles which are ‘unprofessional’, for instance) and a symbol of black pride and resistance against Eurocentric beauty standards. Nivea has pulled a deodorant ad that declared "White Is Purity" after people called the slogan racist and after some hijacked the ad's online campaign with comments about white supremacy.