Beiersdorf Nigeria is reinforcing confidence in the country’s fast-moving consumer goods market with the launch of NIVEA’s largest-ever consumer engagement campaign, a N3 billion reward rollout designed to deepen loyalty, energize retail demand, and reaffirm the brand’s long-standing promise of care beyond skin.
The nationwide promotion, unveiled in Lagos, covers NIVEA’s six key lotion SKUs and offers an unprecedented mix of instant and high-value rewards, from airtime for every purchase to cash prizes, SUVs, product vouchers, and all-expense-paid trips to watch Real Madrid live at the newly redesigned Santiago Bernabéu Stadium in Spain. The scale of the reward structure, signals strong brand confidence in Nigeria despite ongoing macroeconomic headwinds.
Dele Adeyole, country manager, Beiersdorf Nigeria, said the N3 billion investment emphasized NIVEA’s deep commitment to care: “We are putting N3billion Naira investment into the Nigerian market, and this is in the form of giving back to the loyal consumers of NIVEA products. In Beiersdorf NIVEA, it is part of our core value to demonstrate care beyond skin. We truly care for our consumers’ skin, but we are going beyond that, which is why we are extending our gratitude to our loyal consumers and those aspiring to join the NIVEA Family.”
When asked why Real Madrid was selected as the core partnership for the lotion category campaign and how the club aligns with the six NIVEA lotion variants, he continued: “We all know Real Madrid is the number one sports brand in the world, just as NIVEA is the number one skincare brand in the world. Imagine both brands coming together; this makes a perfect match. We just signed an extension of our partnership with Real Madrid two months ago. The partnership is extended for another five years. To commemorate the feat in Nigeria as a football-loving country, we’re giving 10 tickets to our loyal consumers to go and see Real Madrid live next year as part of the ongoing promotion. We’re taking them to the new Bernabéu Stadium as part of the commemoration of the partnership extension.”
On what Nigerians should expect after the promotion, Adeyole added that NIVEA’s legacy of innovation remains central: “Continually, Nigerians should expect, as a company that has existed for 150 years, we’re big on innovation and would focus on unmet needs in the Nigerian market where our innovative products can fit.”
Desmond Quaye, national sales manager, Beiersdorf Nigeria, addressed participation and eligibility when asked about the scale of rewards being offered, explaining that “It is true that NIVEA is giving airtime to every shopper who buys our National Consumer Promo products. This is across six of our lotion variants we have Advanced Care, Deep Lotion, Rich Nourishing, Even Glow, and Cocoa. For each entry, the consumer wins N1,000 airtime. In terms of participation, some consumers are going to win a trip to watch the Real Madrid match, there are also three SUVs up for grabs, and every single week, there’d be a scramble for cash prizes as well as Nive gift vouchers. About the entry for this draw: every shopper who buys our products can only participate three times a week. For the airtime, it is as many bottles as the shoppers buy; they will enjoy it.”
Providing further clarity on the reward structure, Fiyin Toyo, marketing director, Beiersdorf, Central East and West Africa, broke down the prizes and participation process. “All consumers need to do is purchase one of the six NIVEA lotions that are on promo. When they purchase a product, there is a promo label on it,” she said.
Toyo added that the promotion includes a weekly draw where “ten people will win N1 millio each. That means N10 million we are spreading to ten people. In addition to that, we will be rewarding fifty people with N50,000.00 worth of NIVEA vouchers for them to spend on any NIVEA products they want for twelve weeks.
“So, at the end of the promotion, we would have had one hundred and twenty people who would have won N1 million per week as well as six hundred people who would have gotten the N50,000 voucher, and at the end, we will take all the entries of those who have participated throughout the duration of the promotion and reward them as follows: one person will win N5million, another will win N3million, and someone else will win N2million. In addition to this, we will be giving away three SUVs to lucky winners. Last but not least, we will be flying ten people to Spain to watch the Real Madrid match live.”
Rounding off the announcement, Ali Abubakar, head of shopper and customer marketing at Beiersdorf Nigeria, shared what this promotion means for the future of the brand in Nigeria: “At NIVEA, we are constantly looking for ways to engage with our consumers and innovate with our trade partners. What they can expect from this is energizing the market, which means more people coming to seek out NIVEA and more money flowing into their stores. With increased demand, the business grows and becomes more profitable. But in the long term, we expect that Nigerians using NIVEA as loyal consumers will have healthier skin and feel more confident to show up as themselves instead of trying to be someone else.”
As NIVEA wraps 2025 with this extraordinary N3 billion reward rollout, the brand reinforces its message of double care, double glow, and deep appreciation for every Nigerian who continues to trust NIVEA for their daily skincare needs.