BERLIN — Beiersdorf’s newest Nivea Haus spa is bringing a touch of blue to historic boulevard Unter den Linden here. It is the third location for Nivea parent Beiersdorf’s spa initiative.

This story first appeared in the April 16, 2009 issue of WWD. Subscribe Today.

The two-story, 5,600-square-foot space, which opened April 2, is part spa and part shop. Nivea’s skin care, sun care, men’s care and makeup lines are abundantly displayed on the ground floor. A blue globe holds a hair and skin analysis center, where one of the 28 Nivea Haus employees can create a customized product plan for consumers.

Treatments lasting 10 to 30 minutes that aim to combine care, relaxation and refreshment can be found upstairs. The “Latte Massagio” is a short shoulder/neck massage with a coffee on the side; “Happy Face” offers steam and a mask, with orange juice, water or fresh mint tea. All sessions can be booked upon arrival; reservations are not accepted.

This spontaneous approach might help tourists take a break from sightseeing or shopping — Berlin boasted 18 million visitors last year — and could make the spa a top earner compared with Nivea Haus’ two other locations.

Its Hamburg spa, opened in 2006, is tailored to city residents and offers longer treatments by appointment. Since opening, more than 1 million clients have been served, with 240,000 served in 2008. Nivea Haus Dubai opened in November 2008 and in the first 100 days, 2,500 customers were treated and 10,000 Nivea products were sold.

Speaking at a recent opening event, Pieter Nota, a member of Beiersdorf AG’s executive board and head of the Brands Division, said the new spa would strengthen Nivea’s relationship with its customers. “We really see the Nivea Haus as a way to get even closer to our consumers — to almost get under their skin, so to speak.”

While executives declined to comment on sales projections for the new Berlin spa, industry sources estimate the space could generate at least $1 million in first-year sales.

Hamburg-based Beiersdorf’s other major global brands include Eucerin and La Prairie. The company says it had its “most successful year in history” in 2008, with Nivea posting a 10 percent increase in revenues last year.

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