The challenge for the NIVEA team was to help answer the question “How hydrated is your skin?” – a question that many consumers cannot answer. To solve this, an educating, as well as a highly engaging tool had to be created for the consumer– fit for both 1:1 conversations and POS’s.
The team was looking for an easy and tangible way to help beauty advisors educate consumers about their skin hydration level. Besides which, the brand activation tool had to assist in guiding consumers to the right product out of NIVEA’s hydration product range.
The main goal for USP Solutions was to translate NIVEA’s requirements into a brand activation tool that enabled consumers to touch and feel the brand. By engaging the consumers’ senses with a haptic experience paired together with the demonstration of the product claim; where proof, brand trust and loyalty were guaranteed.
After having received various prototypes and concepts the NIVEA team agreed upon the suggestion that the Hydration test technology would be the ideal technological match for their concerns.
Once the last details on how the sensory marketing tool was to be implemented in the NIVEA campaign had been worked out and agreed upon, USP took over responsibility and handled artwork, printing and on-time delivery.
The Hydration Test reacts to dead skin cells on the skin’s surface. After just 3-5 seconds, consumers were able to see their hydration level. Together with the guidance of the NIVEA beauty advisor, the consumers were both educated and guided to the right product for their hydration Level.
How it works:
- The test strip is pressed on the skin for 3 – 5 seconds.
- Compare results with the reference fields.
