The site has concentrated on the brand's competence in the fields of skincare, styling and beauty, and features five different topics: skinscare research, body relaxation, beauty, an advice section, and infomation about events and contests.

In addition, a monthly newsletter will be sent to inform subscribers on the latest products and trends in personal care. "We were aiming to make the brand an experience on the Internet, as well as relying on Nivea's manifold values. The focus is on a younger target group", says Beiersdorf eMarketing/eCommerce manager Jenny Fleischer. Design and concept were established by Fork Unstable Media in Hamburg.