Nivea wanted to assist consumers to choose the appropriate SPF factor and educate them about how UV radiation impacts the skin and its tanning. UV radiation is not just responsible for signs of sun damage such as dark spot, but also for the skin’s tan to change from light to dark. skin. They needed a tool which could demonstrate the sun’s impact on skin tone. Another goal was to educate consumer and to increase awareness for the need of sun protection.
The USP Solutions’ challenge was to translate Nivea’s needs to a brand activation tool that enabled consumers to touch and feel the brand, thus educating consumers about how sun protection can positively influence skin tone. The experts at USP Solutions knew that in order to create and support brand loyalty, they had to find a way to engage the consumers’ senses.
USP Solutions developed concepts, which were sent to the Nivea marketing team for review. The experts at USP Solutions proposed that the UV Sun Damage Technology was the best technological match for this campaign.
Once it was decided how the haptic tester experience could be implemented in the campaign, USP took complete responsibility, handling everything from artwork creation/integration to printing and on-time delivery.
The Sun Damage Dark Spots and Wrinkles Demo Tool simulates the sun’s damaging impact on the skin. The card reacts to UV light. When exposed to sun or a UV lamp, the image of the beautiful girl shows darkened skin and dark spots.
How it works:
• Expose test card to UV radiation.
• When exposed to a UV lamp or sunlight the image will change in that it will become darker. Also dark spot will be visible.
• Consumers will then withdraw the image from UV radiation.
• Once the image has turned back to its original color, sunscreen is applied to one half of the image.
• The card is then exposed to UV radiation again for about 10 seconds.
• Result: only the non-protected area will become a darker looking skin and dark spots.
