NIVEA rolls out N3bn promo for loyal consumers

NIVEA has launched a N3bn National Consumer Promotion to reward loyal shoppers and strengthen its market presence as the skincare brand closes 2025.

In a statement, the company confirmed that the nationwide rollout covers six lotion variants and offers instant airtime, weekly cash rewards, NIVEA product vouchers, SUVs and all-expense-paid trips to watch Real Madrid FC live at the newly upgraded Estadio Santiago Bernabéu in Spain.

Speaking at the unveiling, Country Manager of Beiersdorf Nigeria, Dele Adeyole, said the firm invested heavily to appreciate Nigerians who have made NIVEA part of their daily routine.

“We’re putting N3bn in the Nigerian market, and this is in the form of giving back to the loyal consumers of NIVEA products,” he said. “In Beiersdorf NIVEA, it’s 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’re extending our gratitude to our loyal consumers and those aspiring to join the NIVEA family.”

Adeyole said the Real Madrid partnership aligns with NIVEA’s global presence. “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,” he noted.

“Imagine both brands coming together; this makes a perfect match… 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.”

He added that Nigerians should expect deeper innovation from the brand after the promotion. “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.”

National Sales Manager, Beiersdorf Nigeria, Desmond Quaye, explained that participation is open to all buyers of the six selected lotion variants. “It’s true that NIVEA is giving airtime to every shopper who buys our National Consumer Promo products,” he said.

He continued, “For each entry, the consumer wins N1,000 airtime… 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 NIVEA gift vouchers.”

Quaye stated that each shopper can enter the draws up to three times weekly, while airtime rewards apply to as many bottles as purchased.

Marketing Director of Beiersdorf Central, East and West Africa, Fiyin Toyo, detailed the reward process: “All consumers need to do is purchase one of the six NIVEA lotions on promo. When they purchase a product, there’s a promo label on it. Just scratch it, and it will reveal your unique code… Instantly, all consumers get airtime.”

She added that “ten people will win N1m each” every week, while “fifty people will receive N50,000 NIVEA vouchers for twelve weeks.” At the end of the promotion, she said one winner will go home with N5m, another with N3m, and a third with N2m, alongside three SUVs and 10 Real Madrid match tickets.

Head of Shopper and Customer Marketing at Beiersdorf Nigeria, Ali Abubakar, said the campaign will stimulate demand for retailers and deepen the brand’s long-term connection with consumers.

“At NIVEA, we are constantly looking for ways to engage with our consumers and innovate with our trade partners,” he said. “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.”

NIVEA said the N3bn rollout reinforces its message of “double care, double glow” as it closes the year by rewarding consumers nationwide.