Meeting Needs

Getting Close to Our Consumers. To be close to consumers, we develop products with compelling features – products that are useful, appealing, trustworthy, and reliable. Products that enhance daily life. That is our goal, and our benchmark for quality.

We want to know exactly what consumers want. With the help of our market research we can turn these needs into products. One example is NIVEA Bath Care Firming Massage Shower: an innovative massaging head that stimulates the circulation and firms the skin, combined with a moisturizing shower gel that prevents skin from drying out. The product, which was awarded the 2004 German Packaging Prize, is impressing consumers throughout the whole of Europe. The new silver plasters from Hansaplast med and Elastoplast are also fully tailored to what consumers want. They prevent infections and aid wound healing.

Along with product quality, customer service also plays an important role for us. We seek direct contact with our consumers – and use various opportunities to keep in contact on an ongoing basis.

For example:
	www.NIVEA.com: a number of interactive features, such as hair care tips, a portal especially for men, or NIVEA’s expertise in providing care and advice. A real success: the number of visitors to the website has quadrupled over the past three years.
	Customer correspondence: many Eucerin consumers receive mail four to five times a year with samples and scientific background and other product information.
	Customer Service Hotline: skilled personnel handle telephone and e-mail queries from consumers at our communication center. In most cases, the highly trained staff can help immediately.

This trust is also strengthened by the fact that consumers can buy our products everywhere they expect to – another form of closeness that is part of customer loyalty and customer management. This is facilitated and supported by intensive cooperation with our retail partners.