For millions around the world, the trusted NIVEA brand has been a staple in their home for decades, thus building a loyal consumer following. As the brand enters its centennial, it will pay homage to its heritage while looking ahead to the next generation of fans, enlisting global music icon Rihanna to lend her voice to the anniversary campaign. 

“Over the past 100 years, NIVEA has been an iconic skincare brand across the world that is built on the trust of our consumers. We are excited to have Rihanna supporting us in our celebration and building a new generation of fans,” said Markus Pinger, member of the board, responsible for Brands.

As an extension of its commitment to connect with consumers and celebrate 100 years of better skin care, NIVEA will serve as sponsor of Rihanna’s tour, which will span across North America and Europe beginning at the end of May. The multi-city tour will include consumer engagement through NIVEA and Rihanna owned social media channels and will feature various NIVEA-branded activations.