All creative material was designed around four female friends and highlighted their individual paths to their own kind of perfection.

A light-hearted musical theme was used to illustrate their personalities and motivate them in their efforts while an online coaching program enabled each one to set their own goals and interact with friends. All TV and print material had an upbeat tone to inspire confidence in the product and encourage buy-in from the audience.

Goodbye Cellulite has been a major success. It has helped Nivea Body achieve a market-leading position in key European countries. This has been achieved by changing audience perceptions of the brand and through media and communication strategies making the product the star of a powerful, engaging and relevant story.