NIVEA Will "Make 2010 A Year of Love, Hugs and Kisses" (NICK)

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NEW YORK--(BUSINESS WIRE)--NIVEA announced today details of the brand’s second annual Times Square New Year’s Eve sponsorship with the Times Square Alliance to ring in the New Year with celebrity hosts Nick Lachey and Vanessa Minnillo. To help celebrate and “Make 2010 A Year of Love, Hugs and Kisses,” Nick Lachey and Vanessa Minnillo will host the NIVEA Kiss Platform, featuring a series of events to inspire people to LOVE…HUG…KISS in 2010.

“As a brand, NIVEA values the importance of human connections, which is why there is no better place to be than Times Square on New Year’s, where the whole world comes together to celebrate the start of 2010, a year of ‘Love, Hugs and Kisses,’” said Nicolas Maurer, Vice President, Marketing at Beiersdorf Inc. “As the brand that stands for touchable, smooth skin and kissable lips, this year, once again, we encourage everyone to make their New Year’s Kiss or Hug one to remember.”

As the official sponsor of the Times Square Alliance New Year’s Eve Celebration for the second consecutive year, NIVEA will unite with thousands of people in Times Square to ring in a New Year of “Love, Hugs and Kisses.”

Throughout the evening, the NIVEA Kiss Platform will feature exciting moments to entertain the crowd, including a surprise marriage proposal. NIVEA will paint Times Square blue and white with New Year’s Eve accessories and NIVEA Lip Care products to protect the lips of revelers in Times Square and make sure they are irresistibly kissable and huggable at midnight.

In addition, Lachey and Minnillo will continue to share the love by launching the NIVEA XOXO Chain, a viral and global chain that will allow people around the world to connect and share love, hugs and kisses. NIVEA, the brand that brings people closer together, created an initiative to raise money and awareness for NIVEA’s charitable cause, Big Brothers Big Sisters. This program began December 23 and runs through the Valentine’s Day holiday.

“Nick and I are delighted to come to Times Square to celebrate New Year’s Eve with NIVEA and to start 2010 with a bang,” said Minnillo. “My favorite part of New Year’s Eve is sharing that special midnight kiss with someone you love, and this year just by sharing a kiss we can all give back to a great charity. “

“We are honored that NIVEA has invited us to host the NIVEA Kiss Platform on New Year’s Eve,” said Lachey. “Earlier, we shared a kiss that launched the NIVEA XOXO Chain to raise funds to support Big Brothers Big Sisters, a charity that is very near to my heart.”

To follow the countdown to Nick and Vanessa’s first kiss of 2010, and to share the love with the NIVEA XOXO Chain, visit NIVEAusa.com/xoxochain.