Nivea
Nivea – UV Protection & Brightening
Beiersdorf
Claim: "UV Protection & Brightening"
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, thus educating consumers about how sun protection can positively influence skin tone. 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 UV Sun Damage Technology 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/integration to printing and on-time delivery.
The Challenge
For the UV Protection & Brightening, Nivea needed to make the "UV Protection & Brightening" 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 uv protection, anti-aging, whitening, damage protection claims.
The brief for the UV Protection & Brightening 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 wanted to assist consumers to choose the appropriate SPF factor and educate them about how UV radiation impacts the skin and its tanning. UV radiation is not just responsible for signs of sun damage such as dark spot, but also for the skin’s tan to change from light to...
USP Demo Solutions built the UV Protection & Brightening for Nivea around the Sun Damage Demo - Dark Spots & Wrinkles method, reducing the UV Protection & Brightening 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 UV Protection & Brightening, the demo substantiates claim areas such as uv protection, anti-aging, whitening, damage protection, so a single asset can carry several conversations across the Nivea range.
The Result
The result for Nivea is a indirect selling, delivered through the UV Protection & Brightening as something the consumer experiences first-hand rather than has to take on trust.
By turning Nivea's "UV Protection & Brightening" message into a hands-on Sun Damage Demo - Dark Spots & Wrinkles moment, the UV Protection & Brightening becomes a credible, science-backed conversation starter the shopper can repeat for a friend.
In the field, Nivea runs the UV Protection & Brightening primarily for digital campaign, delivered in phygital so the same Sun Damage Demo - Dark Spots & Wrinkles proof point travels from a pharmacist's counter to a beauty advisor's tablet without losing its logic.
- Technology
- Sun Damage Demo - Dark Spots & Wrinkles
- Benefit
- Indirect Selling
- Category
- Sun Care
- Brand
- Nivea