TheMarketingblog

Shaken & Stirred - Influential Brand Profiling and Positioning

NIVEA Soft smoothes its way into a new target market with launch of ‘Fashion-Ready Skin’ experiential campaign

Space has created an interactive and engaging experiential campaign for NIVEA Soft multipurpose moisturising cream.  It aims to bring the brand to a new target audience of young, aged 20-25, fashion-focused women by building on the brand’s own fashion credentials.

The ‘Fashion-Ready Skin starts with NIVEA Soft’ approach taps into the strong interest in fashion amongst 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 critically acclaimed 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 experiential activity centres around a stylish ‘boudoir’ stand which is going on tour around five major shopping centres across the UK, starting in Cabot Circus, Bristol, on 28th June.  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 glamorous night out, a casual day around town or for a more professional work look. There will be a range of fashion accessories for people to try on, along with mirrors and dressing tables where they can test NIVEA Soft for themselves.

The stand also features an interactive mirror for those walking by. The mirror streams compliments and targeted fashion advice to people who walk past or stand in front of it, reinforcing the fashion message to those who don’t have a style consultation.

NIVEA Soft samples

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.

Sophie Myers, Brand Manager of NIVEA Body Care, comments: “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.”

David Atkinson, Managing Partner at Space, adds: “At Space we love a creative challenge, and targeting a whole new target audience for NIVEA Soft has given us just that.  Using our insight into the needs and aspirations of this group, we believe we have created an impactful campaign that will start to create a whole new generation of loyal NIVEA Soft users.”

Leave a Comment