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Thomas B. Quaas, CEO of Beiersdorf AG and Ole von Beust, Mayor of Hamburg in front of the entrance to the Nivea Haus |
GERMANY. German cosmetics giant Beiersdorf will open the world’s first wellbeing concept store for its Nivea skincare brand this week.
The Nivea Haus will begin trading on Jungfernstieg, the top retail address in central Hamburg, on April 27, offering massages, cosmetics and advice.
Explaining the pioneering move, the company said: “With its new concept, Beiersdorf is treading new ground and taking the Nivea brand into the realm of quick and easy well-being.”
The store will be run by a 21-strong team of experts offering pampering, cosmetics treatment and advice. Affordably priced treatments will revolve around the brand’s product families, from facials and haircare to manicures, complexion advice, and shiatsu and reflexology massages. A relaxing 30-minute facial or a gentle foam massage will cost €20.
“It will turn the Nivea brand into a unique experience,” said Beiersdorf. “The Nivea Haus is doing its bit to reinvent a ‘culture of well-being’.”
Added Beiersdorf CEO Thomas-B. Quaas: “We are delighted to finally be able to give our long-standing brand a home in the heart of the city, right on Jungfernstieg by the Alster lake with one of the most beautiful panoramas in the city. Beiersdorf and Nivea both have very long histories in Hamburg and the Alster is one of Hamburg’s main features – this is where the city’s heart beats. Hamburg is all about progress and relaxation, and the Nivea Haus brings both of these aspects together in an incomparable way.”
About Nivea
Founded in 1911, the 95-year-old Nivea skincare brand is the world’s largest bodycare brand and has become a large family of brands. The product range includes NIVEA VISAGE skincare, NIVEA BEAUTÉ make-up, NIVEA Hair Care, NIVEA Creme moisturiser, NIVEA soft Intensive Moisturising Creme, NIVEA body bodycare, NIVEA SUN sun protection, NIVEA FOR MEN facial skincare for men, NIVEA Hand, NIVEA deodorant, NIVEA VITAL skincare for mature skin, NIVEA Bath Care shower, bath and soap products, NIVEA Lip Care, NIVEA Baby skincare and NIVEA Intimate Care.
