NIVEA new product category

NIVEA is all about skincare so when it comes about skin that has stood the test of time, you do it with good care. Unfortunately it doesn't sound like that. In fact, the “anti-ageing” concept is all about non-acceptance insinuating that Mother Nature is really unfair. “slow age”, “new cells”, “eternity”… The entire cosmetics industry encourages us to fight a losing battle or live in denial, reflecting the impact of social norms. Our society is made of all kind of divides leading to discriminations. Ageism is one of them, making it the last prejudice socially accepted. So how about to make a change? As NIVEA France was about to launch a new product campaign for mature skins, its leaders defended the idea that every age is a once in a lifetime experience. Because NIVEA has never been an “anti” brand but a companion in life. Therefore, experiencing ageing with care took needed a new concept: Co-Ageing. This wasn't marketing but purpose communications. And as the author and activist Ashton Applewhite said: "Aging is not a problem to be fixed or a disease to be cured, it is a natural, powerful, lifelong process that unites us all.”

Project Roles
Copywriter, Strategist
Brand Strategy, Conceptual, Mixed Media
Branding, Campaigns
Project Industries
NIVEA new product category
NIVEA new product category
NIVEA new product category