As a leader in SPF, NIVEA has built trust over the years with its robust scientific and functional expertise in the sun care category. Yet, with 80% of the UAE population suffering from Vitamin D deficiency, we recognized the need for a disruptive approach to raise awareness about the importance of sun protection where it matters most.

Our aim was to differentiate our message in the market with a campaign that highlights the significance of sun protection in an innovative and uncomplicated manner, employing communication that aligns with the daily experiences of consumers.

We aspired to not only educate the public on the dangers of sun exposure but also to position NIVEA's sun protection solutions as indispensable elements of skincare. This initiative is designed to encourage proactive sun safety practices and to fortify the brand’s relationship with its consumers.

The NIVEA sun protection campaign made a significant mark by spotlighting the importance of sun care in the UAE. It broke through the advertising clutter with a message that resonated with everyday experiences, encouraging a shift towards proactive sun safety.

The innovative approach, which likened sun protection to simple daily actions, like adjusting a smartphone's brightness, made the concept accessible and actionable.

The campaign led to a noticeable change in consumer behavior, with more individuals adopting NIVEA's sun protection as a part of their daily routine. Consequently, NIVEA not only educated the public on the necessity of sun protection but also reinforced its position as a trusted leader in skincare.

The impact was clear—a community more aware and committed to skin health, and a brand that deepened its connection with consumers, affirming its commitment to their wellbeing.