The Beiersdorf-owned skin care company has partnered with the Mom’Artre project, which runs daycare centres for children aged between six and ten after primary school hours, in major French cities including Paris, Nantes and Marseilles.
Proud to partner
“We are proud to have been able to support the initiative in opening three new daycare centers already”, says Anne Zavan, responsible for CSR and Corporate Communications at NIVEA France.
“I am delighted at our employees’ commitment, for instance at the joint events with Môm’Artre. They get involved, show tremendous interest and truly bring our partnership to life!”
Lately, Nivea has been working hard to align its CSR efforts and brand identity with helping families. It comes at a time when personal care and beauty brands are wising up to the fact that ethical engagement is now crucial for brand differentiation.
Long term plans
Nivea notes that the partnership with Mom’Artre, which began last year, is set to continue in the coming period.
“Within the global ‘NIVEA cares for family’ initiative, NIVEA France has decided on a long-term collaboration with the Môm’Artre initiative and has pledged its support for the opening of a new child daycare center every year,” the skin care brand confirms.
“Besides this, a closer link between the social engagement and the ‘NIVEA Tales’ digital campaign is also planned.”
Bridging the gap
The Mom’Artre programme responds to the strong demand in major French cities for affordable childcare to bridge the gap between the end of school days and the end of parental working days.
“A lack of adequate childcare is known to impact children’s academic performance,” explains Nivea. “At the same time, single mothers in particular have significantly worse employment opportunities if they cannot secure suitable daycare for their children.”