NIVEA Partners with Renowned Fashion Designer Rebecca Minkoff to Launch the Brand's "Style, Uncapped" Design Campaign

NEW  YORK, June 27, 2013 /PRNewswire/ -- NIVEA announced today the launch of  "Style, Uncapped," a customized lip care design campaign to celebrate consumers' personal style. The design program can be found on a branded micro site, StyleUncapped.com. NIVEA strives to make all of your kisses better and understands that each kiss is unique. Through "Style, Uncapped," NIVEA is giving consumers the opportunity to design and purchase their very own lip care caps and customize every kiss occasion.

(Logo: http://photos.prnewswire.com/prnh/20130627/LA39406LOGO)

NIVEA is proud to partner with leading fashion designer Rebecca Minkoff to unveil the new "Style, Uncapped" campaign. In support of the program, Minkoff has created a limited edition design, inspired by her current spring 2013 collection, which is also available for purchase on the "Style Uncapped" site.

"I'm thrilled to be partnering with NIVEA," said Rebecca Minkoff. "Like the brand, I appreciate and encourage self-expression. With this first of its kind program, we will give everyone in America the opportunity to make their lip cap their best accessory – and I know all too well about the importance of a great accessory."

Last year, NIVEA Lip Care worked with its digital agency of record, Rosetta, to create the brand's inaugural lip care design initiative. For this year's program, NIVEA turned to Rosetta once again to build a site that offers an even more robust consumer experience:

• Consumers will be able to choose from over 400 patterns and symbols, including Minkoff's design, and an array of colors when creating their caps
• This year, consumers can choose from more than 200 new symbols, 200 new patterns and 12 new design themes
• Consumers can create their look on an open canvas to see how their design will render in real time
• Finalized designs can be shared on Twitter, Pinterest and Facebook, as well as the site's Gallery
• Consumers can create personal accounts to access previous designs and designs-in-progress, and browse the Gallery to explore other designs for inspiration
• The site experience will be accessible from mobile and tablet devices
• After completing their designs, consumers can order 1-5 custom designs for $6/cap, 6-20 at $5/cap and 20+ at $4/cap
• Consumers will receive their customized cap and NIVEA Lip Care product in just two weeks

NIVEA offers a wide-range of essentials to prepare lips to look and feel their kissable-best. Just as every kiss is unique, NIVEA is proud to give consumers the tools to create their uniquely designed one-of-a-kind NIVEA Lip Care cap.

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 Men. For more information on NIVEA, visit our website www.NIVEAUSA.com.

About Beiersdorf AG
NIVEA is owned by Hamburg, Germany-based Beiersdorf AG, a leading manufacturer of branded consumer products for skin care. With over 125 years of experience in research and development, and a strong global presence, the company produces other leading international brands such as NIVEA Men, Eucerin, Aquaphor, la prairie, Juvena, Labello, 8x4 and Florena. For more information, visit www.beiersdorfusa.com.

About Rosetta

Rosetta is a customer engagement agency engineered to transform marketing for the connected world. Our mission is to be a catalyst for growth, driving material business impact by translating deep consumer insights into personally relevant brand experiences across touch points and over time. Our unique capabilities and the way we activate them have enabled our market leadership position, operating as an independent brand in the Publicis Groupe of global agencies.

www.rosetta.com |:@RosettaMktg | Facebook:www.facebook.com/rosetta

SOURCE Beiersdorf Inc