We partnered with The Tyra Banks Show to create two full on-air segments totalling over 18 minutes of in-show airtime dedicated entirely to our brand. The first segment introduced the participants and explained the challenge to viewers at home, and the second, four weeks later, revealed these women’s fantastic results as they strutted down the runway with newfound confidence and smooth legs. We tied in People magazine to create a three-week advertorial series, which coincided with our Tyra integrations and followed our women’s journeys throughout the challenge.

To further maximize our partnership, we worked with popular celebrity TV show Extra to create an on-air segment that featured models as well as the real women featured on The Tyra Banks Show discussing their great successes using NIVEA’s Good-bye Cellulite.

As a result of the cumulative impact of The Tyra Banks Show integrations, People advertorials, and Extra integration, NIVEA increased sales by 50% in 2008 versus 2007 and became the #1 brand in the category for the first time in history!