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Press Release


DM campaign pushes NIVEA anti-ageing

DM campaign pushes NIVEA anti-ageing

Leading integrated agency space has created a direct marketing campaign to build on the launch success of the NIVEA VISAGE DNAge Cell Renewal Anti-Ageing System. The campaign breaks has a mailing to 400,000 women aged 40-plus.

The mailing comprises a sample box which mimics a magazine, with ‘headlines’ communicating key product messages. Inside, a triple-sachet pack offers samples of day, night and eye cream.

The accompanying product information also promotes a “£5 off” offer available at selected retailers. A free prize draw, offering the chance to win a NIVEA VISAGE DNAge goody bag, will drive datacapture.

NIVEA VISAGE’s revolutionary DNAge Cell Renewal Anti-Ageing system is the first to combine folic acid and creatine as active ingredients.

It was launched in September with extensive media support in- and out-of-store plus a six-week “What’s your DNAge?” promotion, also created by space, which toured shopping centres across the country offering skin consultations and driving product trial.

Faith Harrsen, senior brand manager NIVEA VISAGE, said: “space has delivered a concept which combines simplicity with sophistication. It speaks directly to the recipient through a mechanism which is instantly familiar­.”

Vicki Walsh, space group account director, said: “A successful launch can only be the start. The credibility established through ‘What’s Your DNAge?’ has to be carried through subsequent and complementing promotional activities.”

About Space:

 - Space was formed just 30 months ago
 - Space is an integrated marketing agency delivering the full range of marketing disciplines including advertising, direct marketing, sales promotion, experiential and digital
 - Space works with major brands like Eurostar, Wrigley’s and Macleans

For more information please contact:
Jane Herbert or Colin Appleby at Pilot
Tel:  0208 939 9031,

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