Nivea
Nivea – Learn about your sweat needs
Beiersdorf
Claim: "Less body odour"
Overview
The activation needed to be simple, effective, and culturally relevant, ensuring widespread adoption and understanding across rural communities.
USP’s Contribution USP Demo Solutions developed an innovative Sweat Test Strip that visually demonstrated the presence of sweat on the skin and educated consumers about the connection between sweat and body odour. The tool was designed to change colour upon contact with moisture, indicating the amount of sweat present on the skin.
This interactive and educational approach provided consumers with a tangible understanding of their odour risk levels and highlighted the need for products like Nivea deodorants to combat the bacteria that cause bad odour.
The Challenge
For the Learn about your sweat needs, Nivea needed to make the "Less body odour" promise something shoppers in the personal 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 freshness claims.
The brief for the Learn about your sweat needs 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 Approach
The Beiersdorf marketing team in Myanmar faced the challenge of educating the rural population about the relationship between sweat, bacteria, and bad body odour. Many consumers were unaware that sweat acts as a breeding ground for bacteria, leading to unpleasant odours. The...
USP Demo Solutions built the Learn about your sweat needs for Nivea around the Sweat Test method, reducing the Less body odour story to a single visible reaction the consumer can trigger themselves. That gives the conversation a clear before/after moment in the personal care aisle instead of a one-way pitch.
From the same physical interaction with the Learn about your sweat needs, the demo substantiates claim areas such as freshness, so a single asset can carry several conversations across the Nivea range.
The Result
The result for Nivea is a educate consumers on the presence of “bad bacteria”, delivered through the Learn about your sweat needs as something the consumer experiences first-hand rather than has to take on trust.
By turning Nivea's "Less body odour" message into a hands-on Sweat Test moment, the Learn about your sweat needs becomes a credible, science-backed conversation starter the shopper can repeat for a friend.
In the field, Nivea runs the Learn about your sweat needs primarily for retail activation, delivered in diagnostic tool so the same Sweat Test proof point travels from a pharmacist's counter to a beauty advisor's tablet without losing its logic.
- Technology
- Sweat Test
- Benefit
- Educate consumers on the presence of “bad bacteria”
- Category
- Personal Care
- Brand
- Nivea