Nivea – How Hydrated Is Your Skin?

For the How Hydrated Is Your Skin?, Nivea needed to make the "hydrated skin" promise something shoppers in the body care category could see for themselves, not just read on a label. In the few seconds a shopper spends at shelf or in a consultation, copy and ingredient lists rarely land, especially when rival products advertise hydration claims.

The brief for the How Hydrated Is Your Skin? was to turn that abstract message into a tangible, repeatable proof point that retail staff, pharmacists or beauty advisors could run on demand, without lab equipment or specialist training, while staying on brand for Nivea.

The challenge for the NIVEA team was to help answer the question “How hydrated is your skin?” – a question that many consumers cannot answer. To solve this, an educating, as well as a highly engaging tool had to be created for the consumer– fit for both 1:1 conversations and POS’s.

USP Demo Solutions built the How Hydrated Is Your Skin? for Nivea around the Hydration Test - Body method, reducing the hydrated skin story to a single visible reaction the consumer can trigger themselves. That gives the conversation a clear before/after moment in the body care aisle instead of a one-way pitch.

From the same physical interaction with the How Hydrated Is Your Skin?, the demo substantiates claim areas such as hydration, so a single asset can carry several conversations across the Nivea range.

The result for Nivea is a product recommendation, delivered through the How Hydrated Is Your Skin? as something the consumer experiences first-hand rather than has to take on trust.

By turning Nivea's "hydrated skin" message into a hands-on Hydration Test - Body moment, the How Hydrated Is Your Skin? becomes a credible, science-backed conversation starter the shopper can repeat for a friend.

In the field, Nivea runs the How Hydrated Is Your Skin? primarily for retail activation, consultation tool, delivered in diagnostic tool, physical demo so the same Hydration Test - Body proof point travels from a pharmacist's counter to a beauty advisor's tablet without losing its logic.