Challenge
In a fiercely competitive skincare market where every brand fights for the attention of social media communities, NIVEA wanted to break through with an international launch by creating an immersive experience combining education and entertainment, an edutainment logic, while showcasing the scientific innovation around Thiamidol and the product desirability of the Luminous 630 range.
The challenge entrusted to our beauty influence agency in Paris: designing an international influencer marketing campaign capable of bringing together skincare content creators from multiple markets, demonstrating the brand's dermatological credibility, and generating a wave of authentic content with strong resonance across all beauty audiences.
Concept & Strategy
As a Paris-based influencer marketing agency specialised in international beauty and skincare influence campaigns, we designed an immersive activation of global scale. Over three days, 45 international content creators were brought together around an experience conceived as a true quest around skin and glow. The activation spotlighted the Luminous 630 range and its flagship ingredient Thiamidol, while exclusively unveiling the new Skin Glow line, turning each step of the journey into an embodied product discovery moment.
Our Next-Gen Influence methodology (Data > Idea > Ecosystem > Reach > KPI) structured a 360° programme built around several complementary levers. First, an international skincare and beauty influencer casting selected through a fine-grained data analysis of audience coherence, dermatological credibility and cross-market resonance potential. Second, a mix of immersive activations, engaging storytelling and unique discovery moments, including an exclusive visit to the NIVEA laboratories in Hamburg, anchoring the scientific dimension at the very heart of the experience. Third, an edutainment logic combining educational content and experiential formats, translating complex dermo-cosmetics innovation into accessible, desirable social media storytelling.
This international skincare influence campaign reflects our positioning as a Paris beauty and dermo-cosmetics influence agency, a pioneer of integrated influence since 2014, capable of orchestrating international influence activations with a data-driven approach, deep skincare sector expertise, and mastery of premium experiential formats. A model that enables beauty brands to combine dermatological expertise and lifestyle desirability across the world's largest communities.
KPIs
Engagement rate (ER) of 5.67%, well above skincare industry benchmarks
