Beiersdorf launches family-oriented CSR project for Nivea brand

Beiersdorf has announced the launch of a major new family-oriented corporate social responsibility (CSR) project on behalf of its Nivea skincare brand.

The long-term global initiative will aim to strengthen families in three key areas – competencies for children, mothers' empowerment and family time – with support to be tailored to the specific needs of local communities in different countries.

For example, the firm will provide backing for education and social skills programmes for children, promote occasions for families to spend time together and ensure mothers are able to shape their own lives.

Nivea employees around the world will be given the opportunity to contribute, while consumers will also be encouraged to get involved.

Inken Hollmann-Peters, vice-president for corporate communications and sustainability at Beiersdorf, said: "With the combined strength of our brand, our employees and our consumers, we will be able to create momentum for the family cause all around the world."

This comes after Beiersdorf introduced new packaging for Nivea products earlier this year, while also agreeing a new sponsorship deal for the brand with Spanish football giants Real Madrid.