Beiersdorf brand Nivea is targeting a new audience of 20 to 25 year old, fashion-focused women for its Nivea Soft line by building on the brand’s fashion credentials.
The ‘Fashion-Ready Skin starts with Nivea Soft’ approach taps into the strong interest in fashion among this group, positioning the brand as the perfect base for any fashion occasion.
It supports a range of three limited edition branded pots which have been designed for Nivea Soft by British fashion designer Nicola de Main. De Main’s recent collaboration with ASOS became the fashion retailer’s fastest selling collection on its week of the launch.
The company is launching a data-capturing experiential campaign, devised by agency Space, centred around a ‘boudoir’ stand which is going on tour around five major shopping centres across the UK, starting in Cabot Circus, Bristol.
A professional fashion stylist will be on hand to provide a personal style consultation offering advice on how people can change their outfit to make it work for a night out, a casual day around town or for a more professional work look.
A team of brand ambassadors will be handing out over 666,000 sample cards with Nivea Soft samples, a 50p money-off coupon and the chance to enter a free prize draw to win a style makeover worth £10,000 with Nicola de Main herself. The prize comes complete with a styled photoshoot for the winner and a friend to showcase their new looks.
Nivea Body Care brand manager Sophie Myers said: “Fashion is incredibly important to our new target audience and Space has managed to encapsulate Nivea Soft’s fashion credentials with the piece of theatre they have created. Each element of the campaign has strong appeal and will reinforce our positioning as the brand that is the perfect starting point for any getting-ready routine – whatever the look may be.”
