As luck would have it, during winter/spring 2007, model/host/actress Tyra Banks was photographed in a bathing suit with cellulite. The tabloids labeled her as “fat”—the ultimate Hollywood dis. In her retaliation, she was quoted in People Magazine saying that if a miracle anti-cellulite solution existed, she’d be first to try it.

On the heels of Nivea’s “Good-bye Cellulite” (GBC) launch, we contacted Tyra to inform her of GBC and worked with her producers to create a summer show entitled “Hot Legs.” We gave four women struggling with cellulite the product to document their progress over a four-week time period and invited them on Tyra’s show to discuss the results. All four women showed amazing results and were true testaments to the effectiveness of the product.

Sales increased an unprecedented 206% without additional marketplace activity.Sales rose 118% after second airing.

Key retailers expanded shelf space by 50%.Sales +60% pre-launch estimates.Nivea experienced their highest weekly share at 9.8%.GBC #1 top-selling item in the hand/ body category.

TV Integration: The Tyra Banks Show featured four women who participated in a four-week trial demonstrating GBC’s effectiveness and a Nivea spokesperson highlighted the revolutionary benefits of GBC. Tyra Banks reaction to the draw-dropping before-and-after comparisons and discussion of our product secured an implied endorsement and the credibility without the services fees typically required of working with celebrities.Magazine Integration: In June, the height of bikini season, Shape magazine (+1.6 million circulation/ +5.3 million women audience) featured Tyra on the cover as she talked about why she loved her body. We integrated a for-Shape-only GBC advetorial opposite of her article. In the advertorial, we created a website to hear reactions of the first US women to say goodbye to their cellulite.

During the same time-frame, in an US Weekly (+1.6 million circulation/+8.1 million women audience) article about reducing cellulite, Tyra said she is a fan of our GBC products.

We launched NIVEA Good-bye Cellulite (GBC) in the spring of 2007 within a category riddled with skepticism.

Thirty million U.S. women (20-50) battle cellulite but don’t believe it can be treated with a topically applied product. For GBC to resonate, we needed to personally relate to women’s experiences and feelings about their cellulite, restore their self-esteem, and most importantly, show that it really works!