Driven by consumer insights, Nivea new brand campaign, centers on the importance of skin hydration during summer with the launch of new Gel Body Lotion for 24-hour non-sticky hydrated skin
July 25, 2022, Mumbai: Did you know around 2.2 crore households in urban India purchase body lotions at least once in 12 months? However, 80% of these households stop using body lotions in peak summers as compared to peak winters. More often than not women tend to skip body lotions during the summer season as the hot & humid weather leave the skin feeling extremely sticky. With India being a tropical region and witnessing soaring temperatures during summers, it calls for a light, fast-absorbing, and non-sticky body lotion that keeps the skin absolutely hydrated as moisturizing the skin during all seasons is equally important. Taking cognizance of this, NIVEA India, the No.1 Trusted Skin Care brand* announces the launch of its new summer skincare innovation, the NIVEA Gel Body Lotion in a refreshing, relatable TVC featuring actor & brand ambassador Taapsee Pannu that focuses on #SkincarePeNoBreak in summers.
Conceptualized by Publicis One Touch, the latest commercial highlights the concerns women face with body lotions during summers leading to sticky & greasy-looking skin. NIVEA India with Taapsee emphasizes that – you don’t need to put a break on your skincare this summer, unveiling the new ‘NIVEA Gel Body Lotion’ which is based on a non-sticky gel formula designed for 24-hour hydrated skin, making it the ideal summer-friendly product.
Speaking about the latest launch, Mr. Ajay Simha, Marketing Director, NIVEA India said, “Regarded as India’s No.1 Trusted Skin Care brand, NIVEA India has been championing consumer-centric product innovations for over 110 years. The category of Body Lotions is of key importance for us, and we encourage consumers to use body lotions during all seasons to keep their skin hydrated, healthy-looking, and soft. In summer, most women take a break from skincare because of the soaring heat and the stickiness caused by the increased humidity. This new range is a unique innovation that fuses together the fast absorption capabilities of a gel and moisturization aspects of a lotion, making them a go-to option for women in the sweltering heat of summer.”
Available in two variants – Aloe Vera and Rose Water, the new gel-based body lotions provide non-greasy 24-hour hydration, are lightly scented, and are fast-absorbing. The clear and transparent texture helps avoid the stickiness and leaves the skin feeling refreshed with a healthy glow.
“Aloe and Rose Water are both known for their cooling properties, and products containing these ingredients are always recommended for skincare in the summers and monsoons alike. As the mercury rises, the scorching heat can cause severe dehydration to the skin. Thus, regular application of gel-based body lotions is in the best interest of long-term skin health throughout the year.”, said Dr. Jaishree Sharad, leading Celebrity Cosmetic Dermatologistwhile addressing the importance of using body lotions during summer.
Speaking of the new TVC, Mr. Nikhil Kumar, Executive Vice President & Business Head, Publicis One Touch, added, “Keeping our skin hydrated and at the same time avoiding the stickiness caused due to the heat & humidity has always been tricky. However, NIVEA India has introduced a new range that promises all-day hydration with a non-sticky feel. Since we wanted to keep the film refreshing, relatable and fun, the TVC is fresh and conveys the importance of using a body lotion in summer whilst understanding the challenges one may face. Taapsee’s magnetic on-screen presence further enhances the messaging of the TVC and curates a relatable conversation for the women of today.”
The NIVEA Gel Body Lotion will be available across e-commerce platforms, retail stores and niveashop.in in three sizes – 75 ml for INR 129, 200 ml for INR 299, and 400 ml for INR 479.
Here’s a link to the TVC.
*Basis TRA’s Brand Trust Report – India Study 2022, in 16 cities.
