Nivea 110 Years Anniversary Limited Edition for Switzerland new product launch
NIVEA Creme
Nivea celebrated its 110 anniversary. The message they wanted to convey was the revival of a traditional style and concept. They wanted to rebrand the Creme tin, for a limited edition of the Anniversary, wanted a Go-to-Market strategy to launch it and Commercialization. That is what we did.
Nivea was looking for a unique style, fresh, colorful and modern. They wanted something that would represent the traditional style in a modern
Nivea was celebrating 110 Anniversary and for this they were going to launch in Switzerland a Limited Edition of their iconic Nivea Cream tin. Thus they needed help with the limited edition product conceptualization and design, the Go-to-Market strategy for the product and the product Commercialization roadmap and implementation.
We divide this project into 3 stages:
110 Anniversary Limited Edition New Product Concept and Design
Where Swiss Artistic Heritage Meets Contemporary Design
The Concept
How do you redesign an icon without losing what made it iconic?
That was one of the most interesting creative challenges behind our work on NIVEA Creme’s 110th Anniversary Limited Edition concept for Switzerland.
When a product has been recognized for generations for more than a century, the challenge isn’t simply to make it look different, it’s to give people a reason to look at something familiar with fresh eyes.
How far can you push the design while preserving its identity?
We wanted to create a concept that spoke not only of the product but of an era and reminisce the culture of those times in Europe. What better could represent Europe of the early 20th century than the avant-garde art movement of cubism.
Just like cubism intertwines forms into symbolic shapes, uses contrast as a form of expression, we wanted the new product to be a symbol of beauty and culture.
For Nivea Switzerland’s 110th Anniversary, we looked beyond conventional product aesthetics to find inspiration in the country’s creative heritage.
Our concept drew from the visual language of Paul Klee, the Swiss-born modernist whose playful geometry, expressive compositions, and bold exploration of color challenged the boundaries of artistic expression.
A dialogue between heritage and innovation — celebrating 110 years of history while giving the next chapter a fresh visual expression.
Our sketches Paul Klee’s refence compositions
Our design concepts of Nivea Cream tin package
For inspiration, we turned to Swiss artistic heritage and the work of Paul Klee, whose unconventional use of geometry, color and composition challenged traditional ways of seeing.
We explored how his artistic language could be reinterpreted through a contemporary product design.
Bold geometric divisions. Unexpected color relationships. Vibrant contrasts.
All brought together with NIVEA’s instantly recognizable visual identity.
We wanted a representation with modernization of colors and combinations inspired by Paul Klee’s artwork.
We explored how his artistic language could be reinterpreted through a contemporary product design.
Bold geometric divisions. Unexpected color relationships. Vibrant contrasts.
All brought together with NIVEA’s instantly recognizable visual identity.
The Design
The intention was to create something that felt both familiar and unexpected, mysterious yet recognizable, unique and uncategorizable, a design that respects 110 years of history without being confined by it.
Because an anniversary edition shouldn’t simply remind people how long a brand has existed, it should make them curious about what comes next.
Our design was a bold reinterpretation of Swiss artistic heritage, where Paul Klee’s geometric language meets contemporary design to celebrate 110 years of NIVEA.
The goal was to create a Go-to-Market strategy that aligned with Nivea’s brand identity, create a compelling visual appeal for Swiss consumers, and deliver a memorable campaign that complements the promotional marketing campaign for the product launch.
An iconic product.
A new design.
But what would make Swiss consumers actually choose the limited edition?
An iconic brand. A bold new design. But what would actually make consumers buy it?
That was the question behind the second stage of our work on NIVEA Creme’s 110th Anniversary Limited Edition for Switzerland: the Go-to-Market Strategy.
In Stage 1, we explored how to recreate an iconic product through contemporary design, drawing inspiration from Swiss artistic heritage and the work of Paul Klee.
But a distinctive product concept is only the beginning.
Because what attracts attention doesn’t necessarily generate sales.
NIVEA already had something most brands spend years trying to build: recognition, trust, and a place in consumers’ lives. But that raised a more interesting commercial question: If consumers already know and trust the original product, what would motivate them to purchase the anniversary edition instead? And what happens if they admire the new design but don’t see enough value to purchase it? For the Go-to-Market phase, we examined the Swiss market through several strategic lenses:
What drives Swiss consumers’ purchasing decisions? How do cultural preferences, brand familiarity, visual appeal, and the significance of a limited edition influence their interest? What would make the anniversary edition meaningful enough to attract attention and motivate purchase?
We wanted to understand the Swiss market before deciding how to position and introduce the limited edition.
Luxury
Trust in the brand
modern
Uniquess
1.We analyzed the consumer behavior and cultural insights
2.We evaluated the Market opportunities and barriers
3.We researched findings and strategic conclusions
How could the new edition stand apart in an established skincare market without compromising the identity that made NIVEA recognizable in the first place?
What makes a familiar product feel new, desirable, and worth choosing again? Why would consumers choose this edition over the familiar NIVEA tin or competing products?
Evaluate the brand’s existing strengths and how the anniversary edition could differentiate itself.
Market share
Brand recognition
Differentiation
Design innovation
After analyzing the competitors in the Swiss Skincare Market, we concluded that the new product had a better advantage in innovation in additional to the classic heritage-led positioning.
Even when a brand is already trusted, consumers still need a reason to act. We explored the decision journey from:
Awareness → Interest → Consideration → Purchase
Where could potential customers lose interest?
What might prevent admiration from becoming purchase?
And how could the product’s positioning, perceived value, and market approach influence that decision?
These questions informed our research into consumer behavior, competitive positioning, market opportunities, and the strategic considerations surrounding the Swiss launch.
Because brand recognition creates an advantage. It doesn’t automatically create demand.
Evaluate the brand’s existing strengths and how the anniversary edition could differentiate itself.
Concept and packaging perception testing
Purchase-intent
Pricing sensitivity
Positive Consumer feedback
– We established the market entry and launch objectives
– We created the distribution and channel strategy
– Finally based on all the data and analysis we crafted the messaging and communication strategy
Phases From recognition to purchase
01 Awareness…………..Notices the anniversary edition
02 Interest……………..Explores what makes it different
03 Consideration………..Evaluates its appeal and value
04 Purchase……………..Commits to buying the product
stage & conversion funnel
Awareness- 100%
Interest- 68%
Consideration- 42%
Purchase- 24%
The journey from product recognition to purchase is where market interest becomes commercial opportunity.
For NIVEA’s 110th Anniversary Limited Edition, we explored how brand familiarity, distinctive design, and perceived value could influence consumer decisions at each stage.
We concluded that a strategically designed customer journey can turn initial attention into purchase commitment, while highlighting the importance of minimizing lost opportunities along the way.
What does it actually take to turn a promising product into a commercially successful launch?
Commercialization Strategy
Nivea was looking for commercialization of the new limited edition product. A product can be beautifully designed, strategically positioned, and still fail commercially if the business isn’t prepared to bring it to market effectively.
That’s where we came in, beyond design and marketing, as a partner capable of connecting creative concepts, market strategy, and commercial execution.
That’s where we came in, beyond design and marketing, as a partner capable of connecting creative concepts, market strategy, and commercial execution.
What happens when you have the right product, the right market, and the right strategy… but the launch fails to deliver? A compelling product concept doesn’t guarantee sales. Neither does a well-researched Go-to-Market strategy. The real commercial test begins when strategy meets execution.
For the third stage of our work on NIVEA Creme’s 110th Anniversary Limited Edition for Switzerland, the focus shifted from understanding the market to optimizing how the product would position itself in it.
The Strategy
1.Commercialization Roadmap
Conceptualization: How do you reinvent an iconic product without losing its identity? How launch preparation, activation, and optimization connect?
We wanted to craft a strategy that included Packaging, pricing, supply, compliance, distribution and digital storefront
Packaging & production
Regulatory documentation
Distribution preparation
Campaign assets
E-commerce readiness
Key Metrics
Readiness completion %
Channel availability
Stock coverage
Landing-page conversion comparison
Relative Uplift +33.3%
At the same traffic volume, moving from 4.5% to 6% conversion produces one-third more purchases.
Cumulative limited-edition sell-through
Week 6 sell-through 92%
Week 6 sell-through 92%
Remaining inventory 8%
2.Market Activation
Are we generating enough qualified demand for the NIVEA 110th Anniversary Limited Edition, and are we reaching consumers efficiently enough to turn that attention into sales? Preparation, activation, and optimization connect?
Now came the next challenge:
How do you optimize that commercial performance?
Because even with a recognizable brand and a distinctive product, important questions remain.
What happens if consumers want the product but can’t find it where they prefer to shop?
What if the launch generates attention but fails to translate that interest into purchases?
What if marketing creates demand faster than distribution can support it?
Or if the anniversary campaign ends before the product has captured its commercial potential?
Every disconnect between strategy and execution can become a lost sales opportunity. That’s why commercialization isn’t simply about putting a product on the market.
It’s about aligning the decisions that determine whether a launch can deliver commercially:
-Distribution and availability.
-Pricing and commercial objectives.
-Launch communication and demand generation.
-Sales channels and customer purchasing journeys.
-Implementation priorities, performance measurement, and optimization.
market activation performance
Campaign impressions
Total ad displays
Click-through rate
42,000 campaign clicks
Qualified visit rate
31,500 qualified visits
Unique reach
People exposed to campaign
Cost per click
CHF 18,900 media spend
Cost per qualified visit
Spend ÷ qualified visits
From campaign exposure to qualified visits
5.8% Clicks / reached users
75% Qualified visits / clicks
4.4% Qualified visits / reach
Marketing channel efficiency
3.5% CTR in the dashboard is calculated against impressions, while the 5.8% above compares clicks with unique reach.
Marketing channel efficiency
Channel – Clicks – Qualified visits – Media spend
Paid social – 24,000 – 16,800 – CHF 9,600
Paid search – 10,000 – 8,500 – CHF 6,000
Display ads – 8,000 – 6,200 – CHF 3,300
Total – 42,000 – 31,500 – CHF 18,900
Qualified traffic generated during launch
Week 1 – 4,000 Qualified visits
Week 4 – 12,000 Qualified visits
Growth +200% Week 1 to Week4
3.Sales Conversion
How much of the demand we’ve created actually becomes revenue — and how much is lost before the customer completes the purchase?
This step was leaded by identifying where customers leaft the journey and how much potential revenue those exits represented.
from qualified visits to revenue
Completed orders
6% of qualified visits
Average order value
Average basket value
Purchase conversion
Gross sales revenue Before returns and deductions
Revenue per visitor
Gross sales ÷ qualified visits
The Purchase Conversion Journey
Add-to-cart rate
Checkout completion
Purchase conversion
The Purchase Conversion Journey
The Purchase Conversion Journey
31,500 qualified visits
For NIVEA’s anniversary edition, our commercialization work focused on translating the strategic direction into a coordinated roadmap for market introduction.
Limited-edition inventory performance
Because the objective was never simply to create a limited-edition design.
It was to connect product innovation, market opportunity, and commercial execution around one business objective:
Turning consumer interest into sales.
Initial conversion 4.5%
Optimized conversion 6.0%
Relative uplift +33.3%
initial concept design focused landing page
Cart abandonment 50% – 1,890 carts without completed purchases
Checkout abandonment 28.6% – 756 initiated checkouts not completed
final version after optimization landing page
31,500 website visits
CHF 40 average order value (4 units x CHF 10).
4.Performance Optimization
Once the product is on the market and generating sales, how do we know whether we’re capturing its full commercial potential?
Commercial performance dashboard
Qualified visits
Campaign-generated traffic
Gross sales revenue
CHF40 average order value
Gross revenue ROAS
Sales revenue ÷ media spend
Purchase conversion
1,890 completed orders
Media investment
Paid campaign spend
Inventory sell-through
7,560 of 12,000 units
Our goal for this step was turning launch data into decisions that improved commercial results. A commercially effective optimization strategy needs to examine the economics behind the sales, not just the conversion rate.
Conversion optimization — Before vs. after
Improvements included stronger product-first presentation, clearer purchasing information, better mobile usability, more visible calls to action, and a simpler checkout experience.
Initial 4.5%
Optimized 6.0%
Relative improvement +33.3%
Customer acquisition cost over time
Initial CAC CHF 14.50
Final-week CAC CHF 9.20
Reduction −36.6%
Channel – Ad spend – Gross revenue – ROAS
Paid social – CHF 9,600 – CHF 40,320 – 4.20×
Paid search – CHF 6,000 – CHF 20,400 – 3.40×
Display ads – CHF 3,300 – CHF 14,880 – 4.51×
Total – CHF 18,900 – CHF 75,600 – 4.00×
Week 4 sell-through 63%
Week 6 projection 92%
Remaining stock 8%
channel roas
customer acquisition costs
checkout funnel
spend vs. revenue
Through a framework of conversion analysis, acquisition efficiency, channel performance, and sell-through monitoring, we established how commercial decisions could be guided by measurable performance rather than assumptions.
A product launch doesn’t become commercially successful simply because it generates sales. Its success depends on how effectively those sales are generated, how much value they create, and how intelligently the business responds to performance.”
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