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Nivea promotes "Love, Hugs and Kisses" in Times Square

This article was originally published in The Rose Sheet

Executive Summary

Beiersdorf's Nivea brand sponsored New York's Times Square for New Year's Eve for the second year, urging people to "make 2010 a year of love, hugs and kisses." Celebrity pair Nick Lachey and Vanessa Minnillo - "one of America's most romantic couples" - hosted Nivea's Kiss Platform and helped ring in the New Year. "As a brand, Nivea values the importance of human connections, which is why there is no better place to be than Times Square on New Year's, where the whole world comes together to celebrate the start of 2010," says Marketing VP Nicolas Maurer. Move reflects Beiersdorf's stated aim to gain recognition and market share in the U.S. Sales of Nivea and Eucerin reached $335 million in the U.S. last year, but Beiersdorf's American operations are still not profitable (1"The Rose Sheet" Nov. 16)

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