Nivea
Nivea – What Is Your Skin Type?
Beiersdorf
Claim: "Perfect skin"
Overview
The team was looking for a highly consumer engaging tool which enabled consumers to identify their skin type. The team knew that, in order to convert consumers into brand advocates, the right product choice is a must.
The challenge for USP Demo Solutions was to translate Nivea’s needs to a brand activation tool that enabled consumers to perform a test easily, reliably and within seconds. The team was very well aware that the test results had to guide consumers.
USP Demo Solutions developed concepts and mockups, which were sent to the Nivea team for review.
The Challenge
For the What Is Your Skin Type?, Nivea needed to make the "Perfect skin" 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 hydration, sensitivity & soothing claims.
The brief for the What Is Your Skin Type? 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 – Daily Essentials – was offering three different essential products for different skin types. The Nivea team was looking for a highly engaging educational tool which enabled consumers to learn about their skin needs, thus guiding them to the right product out of the Nivea...
USP Demo Solutions built the What Is Your Skin Type? for Nivea around the Skin Type Test method, reducing the Perfect skin 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 What Is Your Skin Type?, the demo substantiates claim areas such as hydration, sensitivity & soothing, 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 What Is Your Skin Type? as something the consumer experiences first-hand rather than has to take on trust.
By turning Nivea's "Perfect skin" message into a hands-on Skin Type Test moment, the What Is Your Skin Type? becomes a credible, science-backed conversation starter the shopper can repeat for a friend.
In the field, Nivea runs the What Is Your Skin Type? 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
- Skin Care
- Brand
- Nivea