Rihanna for NIVEA

Rihanna is making her way back into ad campaigns and this time, with a company that has lasted for 100 years. Rihanna was named as the new spokesperson for skin care brand NIVEA, and poses nude, baring a beautiful fresh face, bare skin and nude colored nails in a special campaign entitled “The 100 Years Skincare for Life,” to celebrate their anniversary.
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The campaign is set to debut in May, and roll out with a series of celebratory events, pop-up stores and contests, which will also coincide with the launch of Rihanna’s LOUD world tour for which NIVEA is a sponsor. “Over the past 100 years, NIVEA has been an iconic skincare brand across the world that is built on the trust of our consumers,” says NIVEA board member, Markus Pinger. “We are excited to have Rihanna supporting us in our celebration and building a new generation of fans.”

ROAD Communications (PR & marketing for NIVEA and other Beiersdorf brands) says that music has worked well for NIVEA’s recent Feel Closer campaign and that “emotions will continue to be the touchpoint for communicating the brand.” They insist that “tapping into those emotions will still require content which stands out from the crowd” and with Rihanna’s consistent change and the beginning of a new tour, NIVEA will definitely accomplish those goals in the The 100 Years Skincare for Life campaign.