The Nivea producer Beiersdorf had truly introduced that it could withdraw from the Russian market. Now, nonetheless, it turns into apparently that the cream producer maintains his dedication to a questionable charity within the nation.
The German skincare model NIVEA helps a Kremlin -close Russian basis financially. This is proven by analysis by Welt am Sonntag. According to this, an promoting marketing campaign is at the moment underway in Russia, during which producers Beiersdorf desires to switch a part of the gross sales to the group “So’edinenie” (“Association”).
Deputy Chairman of the Board of Trustees of the inspiration is Defense Minister Andrej Belousow, one of many at the moment most important answerable for the conflict of worldwide regulation in Russia in Ukraine.
In addition to different ministers, the Oligarchs Wiktor Wekselberg and Alexej Mordaschow, which have been occupied by western sanctions, are additionally represented, and representatives of banks and state cultural establishments such because the Bolschoi Theater are additionally represented.
The basis was based in 2014 on the initiative of Russian President Vladimir Putin. It places on initiatives for deaf folks in Russia and is taken into account a part of the experiment by the Kremlin to stage a social shoulder of the nation’s elites.
The promoting marketing campaign of NIVEA is contrasting to earlier bulletins by the Dax Group Beiersdorf, as a consequence of the Russian assault on Ukraine, to keep away from promoting in Russia and solely supply a strongly restricted vary. Upon request, Beiersdorf confirmed “Limited financial donations for specific projects of the foundation”.
The cooperation has been operating for seven years. According to the situations of participation within the marketing campaign, 500,000 ruble helps, which is the equal of 5500 euros.
The promoting impact for Nivea and the inspiration, which additionally emphasizes the cooperation with the German model, ought to due to this fact be way more vital than direct monetary care.
Although Beiersdorf once more defined to supply “only basic skin and body care products”, the marketing campaign extends to 144 NIVEA merchandise in country-specific packaging, together with anti-aging merchandise, make-up remover and deodorants. Beiersdorf mentioned that Russia is at the moment standing for 1.5 % of the group gross sales. That can be nearly 150 million euros.
Christoph Kapalschinski is an financial editor in Hamburg. He reviews recurrently in regards to the retail.
https://www.welt.de/wirtschaft/article255813410/Beiersdorf-500-000-Rubel-Nivea-unterstuetzt-offenbar-weiterhin-kremlnahe-Organisation.html