BEIERSDORF

Semiotic analysis for NIVEA ‚Black & White‘

Objective

Cc has been asked by the Beiersdorf AG to put forward a proposal on obtaining expert knowledge for the development process of the deo variant ‚Black & White‘. Beiersdorf has developed the three territories “Invisibility”, “Perfectionism” and “Cleanliness” for the ‚Black & White‘ product line, that we were in charge to explore and decode globally. By virtue of our qualitative research approach, our global thinkers network and our trend affinity Beiersdorf decided to task Cc to figure out how these three territories are manifested in society/culture today and how they will develop in future.

Methodology

Our key steering tool to developing global cutting edge insights are high-level expert
interviews. These interviews give us deep seated insights into global market understanding for brands and products and socio-economic trends and tendencies. In this particular challenge, we explored visual and emotional worlds around the three territories with the help of in-depth double interviews in London, Berlin and Tokyo. Beside others, we are particularly proud of the insightful talks with an artist, a music festival producer, an architect and a yoga/spiritual instructor.

OUTPUT

In order to share our gained knowledge and explain the relevant market insights of the defined territories we created a short film and held a speech at the Beiersdorf campus. With our proprietary trend model, we showed Beiersdorf clearly which cultural fields and terms appeared residual, dominant or even emergent, so that the company stepped out strengthened from this project and was able to align their strategic marketing orientation.