After the Mercedes-Benz Fashion Week Swim runway shows wrapped up on Friday night at the Raleigh, buyers, media, celebrities, and fashion enthusiasts headed four blocks north to the W South Beach for the Shay Todd 2010 swimwear collection fashion show sponsored by Nivea. The skincare company partnered with MTV to promote its Goodbye Cellulite Bikini Challenge contest and the Miami event.
“We worked with Tyra Banks last year, and this year we decided to try to reach an audience that was slightly younger than years before,” said Nicolas Maurer, vice president of marketing for Nivea’s parent company, Beiersdorf USA. “MTV had high expectations for the [It’s On With Alexa Chung] show, which was getting a lot of buzz, so we thought they’d be a good partner.”
Nivea created a sweepstakes program to tie its bikini challenge with Shay Todd’s Miami show. Viewers of TV host Alexa Chung’s program submitted their before and after photos from using the product, and the winner received a trip to Miami to serve as an MTV correspondent for Friday’s event. The company planned for branding visibility around the W's pool and cabanas, however due to rain just before the show, the production had to be reduced to just the logo on the runway's back wall and gift bags on the V.I.P. seats lining the pool.
