NIVEA

UV Protection & Whitening

About the project

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.

Facts
Brand:
  • NIVEA
Category:
  • Sun Care
Test Type:
  • Sun Damage – Dark Spots & Wrinkles
Activation Channel:
  • POS
Sales Channel:
Country:
  • Indonesia

What was the challenge?

Nivea Indonesia was looking for 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.

How did USP Solutions help?

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.

How does the tester work?

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.

Proven Results

Our beauty marketing tools are highly effective.

PROOF PRODUCT CLAIM
Reach Target Audience
Increase Sales
PROOF PRODUCT CLAIM
Reach Target Audience
Increase Sales

How It Works

Watch this video to see the tool in action

USP UV Sun Damage – Dark Spots & Wrinkles
01:20 min
Reveal Sun Damage Tool for Woman | USP Solutions

01

Place card in front of you.

Expose UV Light on Sun Damage Tool | USP Solutions

02

Protect one side of the face with the flap (move flap over half of the face). Then expose card to sun or UV lamp (395 to 400 nm) for about 10 seconds.

Reveal Sun Damage Tool - Face of Woman on Test Tool | USP Solutions

03

Remove flap and compare protected and unprotected area. The unprotected area shows signs of sun damage: wrinkles and dark spots.