Nivea said the Feel Closer line, devised by DraftFCB London, aims to emphasise the positive impact Nivea products have on female relationships by helping them to "feel good in their own skin".
Nicolo Pome, UK marketing director for Nivea’s parent company Beiersdorf, said: "We wanted to find a more relevant role for the Nivea brand in our target markets' minds. The awareness of the Nivea brand is vast but we needed to find a way to engage with the audience to a greater degree.
"The DraftFCB strategy and the creative execution by both our agencies give a clear role for the brand showcasing our extensive product range and celebrating our expertise in skin care."
Three new TV campaigns use the new tagline, including an ad for Nivea's new female deodorant Calm & Care, by DraftFCB London.
Two recently released ads for Nivea's Visage and Body brands, both by TBWA London and using US artist Kaki King's version of The Cure's 'Close To Me' as the soundtrack, also end with the 'Feel Closer' line.
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