Situation:

Skin colors still divide people all around the world.

Brief:

How can a big skin brand like NIVEA that cares for all people worldwide stand up for diversity?

NIVEA Creme is a huge icon that everybody in the world knows. It stands for family values like closeness, love and belonging. But as everybody knows the NIVEA Creme is white. To demonstrtae that we are made for all people and that we celebrate real diversity we created: The NIVEA Creme Skin Tins. The Skin Tins are designed in different skin tones - inside and outside - to celebrate diversity. Because despite our differences, we’re all just one big family.

Every Skin Tin stands for one real skin color. To get all tones we made a digital call to action and asked the people to send us pictures of their individual skin. After evaluating the most common skin tones we used them to color the tins and the creme itself with natural, ph-neutral and not staining color. The outcome are more than 100 NIVEA Skin Tins designed in 20 different tones and packed in “recycled carton”-packs which look like a skin cell. Available as a limited edition in the NIVEA House and soon in e-commerce.

Result:

With NIVEA Creme Skin Tins NIVEA takes great responsibility and uses its worldwide popularity to stand up for diversity. All tins were sold out in one week. The store visits increased by 115%. And social media interactions with the young generation grew by 463%.

All data is compared to the average numbers from the previous year.