The NIVEA Skin Lounge has been designed as a galaxy that provides women with a comprehensive skin analysis, introduces them to their skin personality, and teaches them about expert care and pampering NIVEA-style. An interesting aspect of the initiative is the psychological survey being carried out among 8,000 people from across the globe, to understand the psychological interrelationships between biography, character and skin condition.
NIVEA has also introduced the NIVEA My Skin Moments contest for the women who visit the lounge, wherein they get a chance to win two tickets each to watch singer Rihanna, the voice of NIVEA's 100th year celebrations, perform live in Hamburg, Germany; and to feature in a special NIVEA My Skin Moments series in Cosmopolitan magazine - India. The premise behind this contest is that everyone's skin has its own story of timeless moments forever etched in one's mind - the first time your love held your hand, or the first touch of your baby's cheek. Guests can share their special skin moments along with a photograph and the three best stories will be awarded with concert tickets.
Commenting on the objective of the initiative, Rakshit Hargave, Managing Director, NIVEA India Pvt. Ltd. said: "NIVEA celebrates 100 years of better skincare for life this year. As part of this global celebration, we have multilevel activities planned out in India. The NIVEA My Skin Lounge Activation is one such step towards our celebrating this journey. Besides getting sound advice on better skincare, consumers can participate in the NIVEA My Skin Moment Contest and get a chance to meet singer Rihanna live at Hamburg, Germany. We have also planned a NIVEA Album showcasing the top 12 consumers and their My Skin Moment stories, through Cosmopolitan Magazine."
Further commenting on the promotion of this initiative and future plans, Hargave added: "We are promoting this initiative through innovations in print media, a robust digital plan and a PR buzz. This is the first leg of the NIVEA My Skin Lounge activity. We will be targeting select top metros and replicating the idea in the coming weeks. Besides this, there are a few more main line activities planned for November and December."