Skincare brand yesterday launched the NIVEA 100 Year House in Grand Central Terminal in New York as part of its 100th anniversary celebrations.
The pop-up house is designed to simulate the experience of entering a life-sized tin of NIVEA Crème and will be open to the public for free for five-days. It will provide consumers with the opportunity to witness the brand’s evolution in an engaging, interactive and informative experience.
"We're thrilled to offer them the unique opportunity to experience NIVEA's 100 year journey in a fresh, interactive fashion,” says Beiersdorf North America vice president of marketing Magnus Jonsson.
Television personality Giuliana Rancic was on hand to help meet and greet guests to the launch of the NIVEA pop-up store.
"I'm thrilled to help NIVEA celebrate its 100th birthday," says Rancic. "I can always look back to an emotional moment in my life that relates to NIVEA – from using the product as a child, to sharing a kiss with my husband on the NIVEA Kiss platform last year.”