NIVEA Brings 100th Birthday Celebration Stateside with the NIVEA 100 Year House Pop-Up at Grand Central Terminal

NEW YORK, July 25, 2011 /PRNewswire/ -- Today, July 25th, global skincare brand NIVEA is launching the NIVEA 100 Year House in Grand Central Terminal as part of its year-long 100th anniversary celebration. Designed to simulate the experience of walking into a life-sized tin of NIVEA Creme, this highly engaging, interactive and informative experience will allow consumers to witness the brand's evolution – a journey that began with an iconic tin of skin creme and evolved into NIVEA's current status as the number-one skincare brand in the world.

The latest in a series of NIVEA worldwide centennial celebrations, the brand is bringing the party to New York City with the free, five-day pop-up experience in the West Wing of Grand Central Terminal's Vanderbilt Hall.

"For the last 100 years, NIVEA has been an iconic skincare global brand that is built on the trust of our consumers," says Magnus Jonsson, Vice President of Marketing for Beiersdorf North America. "We're thrilled to offer them the unique opportunity to experience NIVEA's 100 year journey in a fresh, interactive fashion. As we look forward to the innovation of the next 100 years, we're excited to connect with a new generation of NIVEA users."  

Television personality Giuliana Rancic will help NIVEA kick off the week-long pop-up, meeting and greeting consumers as they arrive at the opening on the morning on July 25th. Rancic has a long-standing relationship with the brand, from growing up using NIVEA Creme as a child in Naples, Italy to ringing in 2011 atop the NIVEA Kiss Platform on Times Square on New Year's Eve, and serving as the brand's official Valentine's Day Romance Ambassador earlier this year.

"I'm thrilled to help NIVEA celebrate its 100th birthday," says Giuliana Rancic. "I can always look back to an emotional moment in my life that relates to NIVEA – from using the product as a child, to sharing a kiss with my husband on the NIVEA Kiss platform last year. I look forward to sharing many more moments with the brand for years to come."

The trusted NIVEA brand has been a staple in the homes of millions around the globe for decades. As the brand enters its centennial, it pays homage to its heritage while looking ahead to the next generation of fans.

Upon walking through a large tin of NIVEA Creme to enter the NIVEA 100 Year House, consumers will have the opportunity to engage with the brand like never before via the following unique stations:  

• 100 Years of Skincare Lounge: A chic lounge where consumers can become fans of NIVEA on Facebook, enter exciting Rihanna concert ticket sweepstakes and receive relaxing hand massages

• NIVEA Creme 101 Station: A sensorial experience of the history and innovation behind the iconic creme, complete with a replica of NIVEA laboratory elements.

• Turntable Journey Through the Years Station: An interactive look back through NIVEA's storied 100-year-old history, from tin design to the technology of today.

• Skin Education Station: A fun and informative skin analysis that includes tips and product recommendations for your skin type.

• NIVEA Innovation Station: An exploration of NIVEA's heritage via the 24-hour+ moisturization technology of HYDRA IQ, and a glimpse into NIVEA's future.

Consumers will also have the opportunity to record 'NIVEA Moment' video confessionals, sharing their fondest memories of NIVEA, which will be played throughout the space. They will also view exciting content on flat screens throughout the space, all set in a backdrop of iconic brand images throughout the years.  

NIVEA officially kicked off its 100th birthday celebration in May with the launch of its multi-layered partnership with global music icon Rihanna, who serves as the official voice of NIVEA's centennial celebration. The brand is also a sponsor of the singer's North American and European LOUD Tour. Consumers that visit the NIVEA 100 Year House will have the chance to win tickets to an upcoming Rihanna concert date, as well as be treated to exclusive behind-the-scenes footage of the singer.

The NIVEA 100 Year House will be open to the public from 10am – 6pm on Monday, July 25th and 8am – 7pm on Tuesday, July 26th – Friday, July 29th.

NIVEA Creme and other NIVEA products are conveniently available at all food, drug and mass merchandisers nationwide. For further information on NIVEA and the NIVEA 100 Year House, visit Facebook.com/NIVEAUSA.

About NIVEA

NIVEA is a leading manufacturer of consumer products for skin and beauty care. The NIVEA brand portfolio includes NIVEA, NIVEA Lip Care, NIVEA Body Wash, and NIVEA For Men. For more information on NIVEA, visit our Web site, www.NIVEAusa.com

About Beiersdorf AG

NIVEA is owned by Hamburg, Germany-based Beiersdorf AG, a leading manufacturer of branded consumer products for skin and beauty care, with over 125 years of experience in research and development, and a strong global presence. The company produces leading international brands such as NIVEA, Eucerin, la prairie, Juvena, Labello, 8x4, Futuro, Florena, Hansaplast/Elastoplast and Tesa. For more information, visit www.beiersdorfusa.com.

SOURCE NIVEA