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Latin Beat: Brazilian Cosmetics Exports on Top
By: Cristina Kroll
Posted: November 14, 2008, from the November 2008 issue of GCI Magazine.
Beiersdorf Argentina’s “Nivea Music Truck” event was designed to boost brand recognition by teenagers in Buenos Aires.
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“The center will feature advanced order-picking technology to help improve productivity and order accuracy, along with automated systems that will streamline workflows—resulting in cost efficiencies and improved service to representatives,” noted the company.
The 70,000-square-meter facility will employ approximately 1,300 people, and have capacity to ship 70% of Brazil’s overall unit volume.
Nivea “Springs” Into Action in Buenos Aires
Beiersdorf Argentina created the “Nivea Music Truck” event—held in the exclusive Buenos Aires neighborhood of Recoleta—to boost brand recognition in Buenos Aires. The high impact promotional event, held September 21, coincided with the beginning of spring and featured the slogan, “Wake up the beauty of the spring.”
Nivea’s representatives invited groups of friends to get on the stage and dedicate songs to each other, in a completely fresh and fun environment. Fliers were handed out at pubs and bars in the area, inviting everybody to participate.
The company is targeting teenagers, considering Nivea is a widely recognized brand with more mature consumers in the local market.