Context
More than beauty, NIVEA is concerned with care.
This attribute is fundamental to the brand's day-to-day activities and it would like consumers to always keep this in mind when they see its products in stores.
Insight
We created a campaign that did not involve increasing market share or anything like that. The idea was to reinforce in people's minds the connection between NIVEA and care.
To do this, we partnered with two Brazilian institutions that do wonderful work: the National Cancer Institute and the Association for Supporting Children with Cancer.
In addition to distributing products in these locations, to show that the disease is not a death sentence and that patients also take care of their own beauty, we renovated facilities and donated materials for daily use.
Research
In addition to the natural care that cancer demands in terms of health and well-being, changes in the body and chemotherapy treatment require greater skin hydration.
This was one of the factors that led us to establish partnerships with institutions dedicated to treating the disease. Not to mention that the brand has sunscreens that prevent skin cancer. This was another natural connection between NIVEA and this topic.
Finally, it is important to mention that maintaining aesthetic care throughout treatment promotes increased self-esteem, causing positive mental effects that help in healing.