Multi-Platinum Singer-Songwriter
Makes History with Live Performance for Millions on The Famed NIVEA Kiss
Platform with Charitable Download

NEW YORK, Dec. 10, 2010 /PRNewswire/ — NIVEA joined the Times Square Alliance and Countdown Entertainment — the co-organizers of New Year’s Eve in Times Square — to announce today that multi-platinum-selling singer-songwriter Taio Cruz will be the first-ever artist to do a live performance of John Lennon‘s “Imagine” just before the final countdown to midnight on New Year’s Eve
2011 on the NIVEA Kiss Platform, located in the heart of Times Square.
Millions of people all around the world will experience this memorable
moment and connect with one another through the brand’s sponsorship of
the Times Square New Year’s Eve
celebration. Following the performance, Taio’s version of “Imagine” will
be available to download exclusively on iTunes beginning 1/1/11 through
1/31/11 with proceeds benefitting Big
Brothers Big Sisters, a nonprofit organization that creates
long-lasting, strong relationships that enable children to reach their
greatest potential through quality one-to-one mentoring, as part of
NIVEA’s ongoing relationship with the charity.

The “Imagine” performance caps off a breakthrough year for the London-born
Cruz, who released two blockbuster singles (“Break Your Heart”
featuring Ludacris, and “Dynamite”) in 2010, each of which went to No. 1
on the Billboard charts and sold more than six million combined copies in the U.S. alone. 

“I’m thrilled to partner with NIVEA for this special performance in Times Square, the epicenter of New Year’s Eve
celebrations around the world,” said Cruz, “I was deeply touched by
their desire to give back to Big Brothers Big Sisters through my music
and felt there was no better way to kick off 2011 than with those
celebrating the New Year’s Eve festivities in Times Square.”

“We are excited to partner with Taio this year to make history on New Year’s Eve in Times Square,” said Magnus Jonsson
Vice President, Marketing at Beiersdorf Inc.  “NIVEA believes in the
beauty of human connections, and as people everywhere prep their lips to
prepare to be kissed on New Year’s Eve,
they can experience the live performance of ‘Imagine’ and later download
it from iTunes to benefit a cause that is very dear to our brand – Big
Brothers Big Sisters. We are thrilled to continue our support with this
important charity by spreading the joy of music.”

To purchase the single “Imagine” from Taio Cruz, visit iTunes.

As part of a
multi-layered partnership with NIVEA, Taio’s new single “Falling in
Love” appears in the brand’s advertising for NIVEA Lip Care. “The single
is a perfect fit for the campaign,” explained Jeff Straughn,
CEO of Brand Synergy Group, NIVEA’s music agency. “We strive for fully
integrated programs that maximize each element of the marketing mix. The
partnership will culminate with the riveting first-ever performance of
‘Imagine’ by Taio for an international moment that will connect millions
of people around the globe.” 

NIVEA and New Year’s Eve: A Perfect Match

As the official sponsor of the Times Square Alliance New Year’s Eve
Celebration for the third consecutive year, NIVEA will help prep the
lips of thousands of people in Times Square with long-lasting hydration
in A Kiss of Smoothness as they prepare for one of the year’s most
memorable kisses as the clock strikes midnight. In fact, four out of
five people found lips kissable and perfectly hydrated with the help of
NIVEA.

Throughout the
evening, the NIVEA Kiss Platform will feature memorable moments to
entertain the crowd. NIVEA will paint Times Square blue and white
creating the signature “sea of blue” featuring New Year’s EveNew Year’s Eve. accessories and NIVEA Lip Care products to protect the lips of revelers in Times Square as they prepare to be kissed on

About TAIO CRUZ

TAIO CRUZ arrived on the scene earlier this year with acclaimed Mercury/IDJMG debut, ROKSTARR. In addition to hitting No. 1 in the UK, Ireland, Norway and Sweden, the album’s first single, “Break Your Heart,” made history with the biggest-ever jump to No. 1 by a Billboard chart
newcomer. His videos combined for more than 80 million video views on
Vevo and he performed on “Live! With Regis & Kelly,” “The View,”
“Lopez Tonight,” “The Tonight Show with Jay Leno,”
“Dancing With The Stars,” “Jimmy Kimmel Live” and “America’s Got
Talent.” He’s currently promoting his brand-new single, “Higher”
featuring Travie McCoy.

About NIVEA

NIVEA is a
leading manufacturer of consumer products for skin and beauty care. The
NIVEA brand portfolio includes NIVEA, NIVEA Lip Care, NIVEA Body Wash,
and NIVEA For Men. For more information on NIVEA, visit our Web site, www.NIVEAusa.com.

About Beiersdorf AG

NIVEA is owned
by Beiersdorf AG, a leading manufacturer of branded consumer products
for skin and beauty care, with over 125 years of experience in research
and development, and a strong global presence. The company produces
leading international brands such as NIVEA, Eucerin, la prairie, Juvena,
Labello, 8×4, Futuro, Florena, Hansaplast/Elastoplast and Tesa. For
more information, visit www.beiersdorfusa.com.

About Big Brothers Big Sisters

For more than
100 years, Big Brothers Big Sisters has operated under the belief that
inherent in every child is the ability to succeed and thrive in life.
Most children served by Big Brothers Big Sisters are in single-parent
and low-income families or households where a parent is incarcerated. As
the nation’s largest donor and volunteer supported mentoring network,
Big Brothers Big Sisters makes meaningful, monitored matches between
adult volunteers (“Bigs”) and children (“Littles”). 

Big Brothers
Big Sisters provides a system of ongoing evaluation and support that is
proven by independent studies to help families by improving the odds
that “Littles” will perform better in school and avoid violence and
illegal activities, and have stronger relationships with their parents
and others. Headquartered in Philadelphia
with a network of nearly 400 agencies across the country, Big Brothers
Big Sisters serves more than 255,000 children. Learn how you can
positively impact a child’s life, donate, or volunteer at
BigBrothersBigSisters.org.

NIVEA