Nivea Sun
Nivea Sun – Oil Control & Sun Protection
Beiersdorf
Claim: "Oil Control & Sun Protection"
Overview
The USP Demo Solutions’ challenge was to translate Nivea’s needs to a brand activation tool that enabled consumers to touch and feel the brand. The experts at USP Demo Solutions knew that in order to create and support brand loyalty, they had to find a way to engage the consumers’ senses.
USP Demo Solutions developed concepts, which were sent to the Nivea marketing team for review. The experts at USP Demo Solutions proposed that the Skin Type Test was the best technological match for this campaign.
Once it was decided how the haptic tester experience could be implemented in the campaign, USP took complete responsibility, handling everything from artwork creation to printing and on-time delivery.
The Challenge
For the Oil Control & Sun Protection, Nivea Sun needed to make the "Oil Control & Sun Protection" promise something shoppers in the sun 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 oil control, uv protection claims.
The brief for the Oil Control & Sun Protection 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 Sun.
The Approach
Nivea Thailand was looking for a demo tool that could demonstrate the oil controlling effect of their sun protection product. The tool needed to be reliable & credible – proving the product’s claim within seconds and in an engaging and fun way.
USP Demo Solutions built the Oil Control & Sun Protection for Nivea Sun around the Skin Type Test method, reducing the Oil Control & Sun Protection story to a single visible reaction the consumer can trigger themselves. That gives the conversation a clear before/after moment in the sun care aisle instead of a one-way pitch.
From the same physical interaction with the Oil Control & Sun Protection, the demo substantiates claim areas such as oil control, uv protection, so a single asset can carry several conversations across the Nivea Sun range.
The Result
The result for Nivea Sun is a indirect selling, delivered through the Oil Control & Sun Protection as something the consumer experiences first-hand rather than has to take on trust.
By turning Nivea Sun's "Oil Control & Sun Protection" message into a hands-on Skin Type Test moment, the Oil Control & Sun Protection becomes a credible, science-backed conversation starter the shopper can repeat for a friend.
In the field, Nivea Sun runs the Oil Control & Sun Protection primarily for retail activation, delivered in diagnostic tool so the same Skin Type Test proof point travels from a pharmacist's counter to a beauty advisor's tablet without losing its logic.
- Technology
- Skin Type Test
- Benefit
- Indirect Selling
- Category
- Sun Care
- Brand
- Nivea Sun