Beiersdorf has long been associated with trusted and innovative skin and hair care brands including Eucerin, La Prairie, Hansaplast, and NIVEA. That trust was put at risk when counterfeit NIVEA hair care products began appearing in the Russian market. The imitations looked nearly identical to genuine items but contained inferior contents, undermining product quality and end-user safety. To protect its brand and restore confidence among consumers and distributors, Beiersdorf launched a targeted anti-counterfeiting program with the support of the KURZ SCRIBOS brand.

NIVEA hair care bottles were equipped with a visible, serialized security feature that can be easily authenticated by stakeholders across the supply chain. The feature was applied directly at the production site, allowing a smooth transition into existing workflows and ensuring every product was marked before leaving the factory.

The added visibility also enabled on-site investigations and authentication checks in-market. To support the rollout, the KURZ SCRIBOS brand worked closely with NIVEA to implement targeted communication within the distribution chain, ensuring that partners understood how to verify products quickly and confidently. This alignment helped close security gaps and reinforce trust throughout the supply network.

The solution was implemented quickly, with minimal disruption to production. Stakeholders across the supply chain were trained to authenticate products effectively, and the result was a complete removal of counterfeit NIVEA hair care items from the Russian market within just a few months. The project not only restored consumer trust but also improved sales performance. With a visible security feature and consistent supply chain coordination, NIVEA successfully turned a critical brand risk into a lasting advantage.