Nivea
Nivea – Make Up Clear Foam
Beiersdorf
Claim: "No facial residue"
Overview
The challenge for USP Demo Solutions was to translate the Nivea team’s needs to a brand activation tool which consumers cannot just easily understand, but which enables them to see and feel the products cleansing superiority.
USP Demo Solutions developed initial concepts, which were sent to the Nivea marketing team for review. Once it was decided how the haptic tester experience could be implemented, USP took complete responsibility, handling everything from artwork implementation to printing and on-time delivery.
The Facial Residue Tests white surface displays all residue on the facial skin by pressing the whole test area of the test strip onto the facial skin for 3 to 5 seconds. Within seconds the residue test will show how effective your cleanser has worked – even better than any competitive product.
The Challenge
For the Make Up Clear Foam, Nivea needed to make the "No facial residue" promise something shoppers in the skin 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 cleansing & purity claims.
The brief for the Make Up Clear Foam 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
Nivea was looking for a consumer engaging tool which could prove the new product’s cleansing efficacy to consumers easily and reliably. The Nivea An activation tool which was able to raise awareness, truly engage consumers and last but not least – was able to prove the...
USP Demo Solutions built the Make Up Clear Foam for Nivea around the Facial Residue Test method, reducing the No facial residue story to a single visible reaction the consumer can trigger themselves. That gives the conversation a clear before/after moment in the skin care aisle instead of a one-way pitch.
From the same physical interaction with the Make Up Clear Foam, the demo substantiates claim areas such as cleansing & purity, so a single asset can carry several conversations across the Nivea range.
The Result
The result for Nivea is a show how effective your cleanser has worked, delivered through the Make Up Clear Foam as something the consumer experiences first-hand rather than has to take on trust.
By turning Nivea's "No facial residue" message into a hands-on Facial Residue Test moment, the Make Up Clear Foam becomes a credible, science-backed conversation starter the shopper can repeat for a friend.
In the field, Nivea runs the Make Up Clear Foam primarily for retail activation, delivered in diagnostic tool so the same Facial Residue Test proof point travels from a pharmacist's counter to a beauty advisor's tablet without losing its logic.
- Technology
- Facial Residue Test
- Benefit
- Show how effective your cleanser has worked
- Category
- Skin Care
- Brand
- Nivea