This project was a point-of-sale (POS) activation in Chile designed to build brand awareness and drive product consideration through a simple, high-engagement “before & after” experience. The core idea was to make skin care benefits visible and tangible in just a few seconds; turning a passive shelf moment into an interactive brand encounter.
At the center of the activation was a skin touch-test tool: shoppers used a two-step strip system that allowed them to compare their skin condition before and after applying a NIVEA body care product. First, the shopper pressed Strip 1 (“Antes”) onto their skin for a few seconds to identify their baseline condition. The card then guided them to apply the NIVEA body lotion/cream, and repeat the test with Strip 2 to see/feel the difference. The results were communicated through clear, easy-to-understand categories, “Piel extra seca / Piel seca / Piel normal”, paired with visual texture references and product cues, making the diagnosis feel intuitive and credible.
From a marketing perspective, the activation worked on multiple levels:
- Education: It translated a skincare benefit (nourishment/hydration) into a fast, understandable demonstration.
- Trial + proof: It encouraged immediate product trial and reinforced impact via a “measurable” moment.
- Conversion support: By linking each skin result to a product recommendation, it helped shoppers choose confidently on the spot.
- Brand presence: The physical tool and instructional card created a memorable in-store moment that strengthened NIVEA’s professional, caring positioning.
Execution-wise, the materials appear to have been optimized for retail: a compact instruction + results card in Spanish, paired with disposable test strips that are easy to distribute, demo, or self-serve. Overall, it’s a smart example of experiential POS marketing: low friction, quick to understand, and built to turn curiosity into action, especially effective for body care where benefits can feel abstract without demonstration.
