Two Hamburg-based companies are pursuing one common goal: to make Nivea a success on the travel retail market. Since last year, Gebr. Heinemann and Beiersdorf have been working together closely to bring the brand to international airports. Now they are collaborating on Nivea’s 100th birthday celebrations – by producing an Airport Exclusive set specially for the Heinemann Duty Free shop at Hamburg Airport, which also marks its centenary this year.

Nivea’s famed blue tin is central to the Hamburg Airport sets, which will contain six tins of a limited birthday edition of the pure white cream, originally made in the Hanseatic city in 1911. Now it is recreated with special limited designs specifically for the occasion. Another birthday surprise awaits customers who spend at least 20 euros on Nivea products: a special, strictly limited tin of the cream featuring singing superstar Rihanna, who is lending her voice to the 100th birthday celebrations of Nivea. Alternatively, those spending 20 euros or more will receive a limited edition Nivea XXL gift tin that can be used, for example, as a novel container for various products. Printed under the lids on the special Rihanna tins (only 1,500 of which will be made for Heinemann shoppers in Hamburg), customers will find a code which allows them to download Rihanna’s new song ‘California King Bed’ free of charge from iTunes.

“The travel retail market is strategically important to Nivea. In this area, the brand needs to build and secure its standing amongst consumers,” explains Ilka Schütte, Director Global Travel Retail at Beiersdorf. “This is why we’re delighted about the partnership with Gebr. Heinemann that we established last year.” Since the two companies started working together, they have developed a range that now has more than 80 products as well as a series of exclusive travel retail sets. “We are happy to share our travel retail expertise with Beiersdorf, and we’ve been working together very closely,” adds Inken Menck, Head of Purchasing Perfumes/Cosmetics at Gebr. Heinemann. “With those special Nivea travel sets, we are offering something that will pleasantly surprise even price-conscious shoppers in our Heinemann Duty Free shops – something they won’t find in a High Street chemist’s shop.” The partnership between the companies began with collaborations at Hamburg, Dusseldorf, Frankfurt, Vienna and Copenhagen airports; now there are plans to work with selected distribution partners around the world.