Nivea’s marketing team in the UAE sought an engaging and compelling tool to showcase the efficacy of their body care range to consumers. The goal was to create a personalized experience that worked both in-store with beauty advisors and through their e-commerce channel. The tool needed to educate consumers about the condition of their skin before and after using Nivea products, reinforcing the brand’s claim of deep moisturization.
This tool was also designed to act as a conversation starter, empowering beauty advisors to provide consultations while offering consumers a memorable and interactive experience.
USP’s Contribution
USP Solutions partnered with Nivea to create a branded tester card featuring an integrated two-step hydration test. This innovative solution allowed consumers to test their skin hydration levels both before and after product use, offering visible proof of the product’s effectiveness.
The card was designed to be easy to use, ensuring it could seamlessly fit into POS consultations and self-guided use through online purchases.
How It Worked
- Step 1: Pre-Use Hydration Test
- Consumers applied the hydration test strip to their skin to measure its moisture level before using the Nivea body care product.
- Product Application
- After testing, consumers applied the recommended Nivea product to the same area.
- Step 2: Post-Use Hydration Test
- Using the second test strip, consumers tested their skin again to see the improvement in hydration levels.
- Educational Messaging:
- Beauty advisors or accompanying instructions explained the results, emphasizing the distinct improvement in skin hydration.
Impact
The two-step hydration test became a standout feature in Nivea UAE’s marketing strategy, driving consumer engagement and sales both in-store and online. By offering a simple yet powerful demonstration of product efficacy, the tool helped reinforce Nivea’s reputation for delivering high-quality, effective skincare solutions.
