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Beiersdorf drives 102% incremental revenue for NIVEA through data collaboration with LiveRamp and Publicis Groupe Middle East

October 14, 2025
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Leveraging first-party retail transaction data through LiveRamp’s Data Collaboration Platform, Beiersdorf unlocked 53% new shopper growth and a 94% new-to-brand lift from competitor audiences.

London, UK –  9am GST/6am BST 14th October 2025 – LiveRamp (NYSE: RAMP), the leading data collaboration partner, and Publicis Groupe Middle East (EPA: PUB), the region’s leading marketing, communications, and transformation network, have partnered with global consumer goods company, Beiersdorf (ETR: BEI), to accelerate revenue and customer acquisition for NIVEA’s Natural Glow. In a first-of-its-kind collaboration, spanning brand, agency, retailer, and technology partners, Beiersdorf leveraged deterministic insights from retail transaction data to enhance media effectiveness and incremental measurement.

The results significantly outperformed campaign objectives:

  • +102% Incremental Revenue
  • +53% New Shopper Growth
  • +116% Incremental Shopper Growth
  • 94% New Shoppers were New to Brand

With a portfolio of leading skincare brands including NIVEA, Beiersdorf sought to maximise sales growth and increase share of the highly competitive MENA beauty market. Seeking a deterministic approach instead of probabilistic signals to drive measurable revenue and new customer growth, Beiersdorf joined LiveRamp and Publicis ME’s new commerce media initiative, which offers unparalleled partner scale, connectivity, and trusted measurement.

Hind Abou Lteif, Precision Marketing Lead, Beiersdorf, commented:
“Our first pilot with Carrefour, Publicis, and LiveRamp truly showcased the power of deterministic audiences. By combining retail data and media via clean rooms, we achieved exceptional results in our online campaigns, surpassing even our Ramadan benchmarks, which is one of our highest-performing periods. This proves the real impact of leveraging deterministic audiences at scale.”

Leveraging the strengths of LiveRamp’s collaboration network, Publicis ME built Beiersdorf prospect customer audience segments from Carrefour’s first-party transaction data. These audiences were then activated across TikTok, Instagram, and Facebook, connecting online exposure to in-store and digital sales and enabling Beiersdorf to prove the real-life impact of its media investment on new customer journeys.

Aditya Deb, E-Comm Performance Marketing Manager AME, Beiersdorf, said:
“What excites me most about this pilot is how seamlessly we could connect retail data with media activation to drive tangible business results. By unlocking deterministic targeting through LiveRamp and activating across TikTok and Meta, we didn’t just see impressive uplift in sales, but also proved how activating retail media networks can directly translate into incremental revenue and market share. This approach sets a new benchmark for how cross-functional teams can scale precision marketing in the region.”

With such strong results, Beiersdorf plans to roll out additional campaigns, expanding its collaboration with LiveRamp and Publicis ME and their partners to unlock new customer intelligence, refine omnichannel targeting and activation strategies, and strengthen performance measurement.

Mazen Mroueh, Head of Performance Product & Operations, Publicis Groupe Middle East, said:
“This pilot demonstrates the real power of combining retailer data, clean room technology, and strategic media execution. Beyond the impressive uplift in revenue and new shoppers, it lays the foundation for a new era of data-driven growth across the region.”

Basith Abdul, Performance Director, Zenith, added:
“Partnering with Beiersdorf on this journey shows how forward-thinking brands can leverage retail media to set new benchmarks for measurable impact and deliver scalable growth.”

Oliver Klander, Commercial Director MENA, LiveRamp, added:
“As the market continues to develop, it is exciting to see pioneers like Beiersdorf push the boundaries of data-driven success. Working hand-in-hand with Publicis ME and our retail and platform partners to drive these results, the collaboration sets a new standard for measurable growth and true, meaningful innovation.”

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