NEW YORK Nivea, a Beiersdorf AG brand, rang in the New Year with its second annual Times Square New Year's sponsorship with celebrity hosts Nick Lachey and Vanessa Minnillo.
"As a brand, Nivea values the importance of human connections, which is why there is no better place to be than Times Square on New Year's, where the whole world comes together to celebrate the start of 2010, a year of 'Love, Hugs and Kisses,'" stated Nicolas Maurer, VP marketing for Beiersdorf. "As the brand that stands for touchable, smooth skin and kissable lips, this year, once again, we encourage everyone to make their New Year's kiss or hug one to remember."
As part of the sponsorship, Nivea painted Times Square blue and white with New Year's Eve accessories and Nivea Lip Care products.
In addition, Lachey and Minnillo will continue to share the love by launching the Nivea XOXO Chain, a viral and global chain that will allow people around the world to connect and share love, hugs and kisses. Nivea created an initiative to raise money and awareness for Nivea's charitable cause, Big Brothers Big Sisters. The program began Dec. 23 and will run through the Valentine?s Day holiday.