Last summer Kate Middleton, the duchess of Cambridge, was spotted at a chemist´s shop buying a NIVEA VISAGE pure and natural cream for just £ 5.10, which is compared to other beauty products very cheap.
The cream which contains 95% natural ingredients such as Aloe Vera was claimed to be the secret for her beauty. A friend of Kate who was interviewed about the beauty secret named that Kate also loves the NIVEA VISAGE anti wrinkle cream.
The press said that she has been buying it for several times and she swears by the brand.
Of course the marketing managers of NIVEA have been very delighted by this good news! Fans, who imitate Kate’s clothes and style, have been animated to buy the same face cream, which the royal bride swears by.
In fact sales of NIVEA VISAGE pure and natural jumped up by 85% at Boots (chemist´s shop), after release of the news.
As a result, two of the NIVEA VISAGE products have been promoted in several newspapers and magazines which led to a sudden increase of the sales figures.
As you can see in the picture marketing managers skilfully used the article in advertising in combination with the slogan “Royalty knows best”.
I think this example shows very well, that in many cases celebrities serve as an ideal for consumers. Involve a celebrity in advertising can lead to a big success, because it enhances the desire for the product. In this case NIVEA has been lucky, that Kate was coincidentally spotted with their product, what caused an unexpected success.
Rebecca Engesser
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