Love Brand | Nivea among consumers’ favorite brands

Saturday 21 February 2026 - 14:22

By: Sahili Aya

In a market where consumer preference has become a key performance indicator, the Love Brand study stands out as a true measure of brand strength. The 2025 results illustrate this reality by recognizing companies capable of transforming awareness into lasting emotional attachment.

Love Brand: a distinction based on emotional connection

Unlike awards based on technical or creative criteria, Love Brand follows an approach centered on consumer perception. Conducted by the research firm Imperium, the study is based on a nationwide survey featuring open-ended questions inviting participants to spontaneously name their favorite brands.

This methodology is the strength of the ranking: it evaluates genuine attachment rather than mere visibility. It reflects the authentic place brands occupy in the daily lives of Moroccans.

Love Brand 2025: Nivea ranked No. 1 in the Personal Care category

The 2025 edition recognized the country’s most appreciated brands across several sectors. In the competitive personal care segment, only those capable of building a strong and lasting relationship with their audience manage to stand out.

In this context, Nivea secured first place in the Personal Care category.

This positioning confirmed the strength of its emotional equity and its ability to maintain a constant bond with consumers in a market where trust plays a decisive role.

Recognition that reflects trust

Beyond a simple ranking, this distinction illustrates a relationship built over time. Consistency of image, reliability of product experience, and a clear understanding of public expectations form the foundation of this proximity.

Nivea is an international skincare brand owned by the German group Beiersdorf. It was created in 1911 in Hamburg following the discovery of an innovative emulsifier, Eucerit, which enabled the development of the first stable water-in-oil moisturizing cream. Its name, derived from the Latin word for “snow,” refers to the whiteness of this now-iconic formula. In 1925, the famous blue tin was introduced and gradually became one of the most recognizable visuals in the cosmetics industry.

Today, the brand is present worldwide, and approximately 30% of women use at least one Nivea product. It generated more than €5 billion in sales in 2023, confirming its central role in the overall performance of its parent company. Its portfolio spans numerous segments, including facial care, body care, sun protection, deodorants, and targeted solutions—among them innovations such as the integration of coenzyme Q10 in anti-aging products.

A brand territory built on trust and proximity

For more than a century, Nivea has developed a positioning based on reliability, gentleness, and accessibility. This strategic consistency has helped build strong trust capital and reinforced its emotional connection with the public.

This relational dimension is a key driver in attachment studies such as Love Brand, where preference is based as much on lived experience as on brand awareness.

The keys to Nivea’s performance in Morocco

Its first-place ranking in Love Brand 2025 is based on several structural factors:

A universal and instantly recognizable brand image
Communication focused on proximity and credibility
A historic presence in daily routines
The ability to build loyalty across generations

Over the decades, the brand has established itself as a familiar benchmark in the personal care sector.

What the 2025 edition revealed about the market

The results confirmed a fundamental trend: Moroccan consumer preference is increasingly built around credibility, emotion, and trust. In an environment saturated with advertising messages, the brands that stand out are those capable of creating a sincere bond with their audience.

Looking ahead to Love Brand 2026

As the next edition approaches, scheduled for Tuesday, March 31, 2026, one certainty emerges: brands that remain top of mind are those that cultivate authentic relationships with their audiences. This event is already shaping up to be a strategic indicator for observing the evolution of brand attachment in Morocco.

Walaw, Love Brand’s partner, will support this dynamic throughout the year by highlighting brands that strengthen their proximity with consumers.

The question is no longer whether you need to be visible.

But rather: are you ready to become a Love Brand in 2026?

To discover the details of the next Love Brand edition, visit the website of Les Impériales.