From a viral trend to a sales experience

NIVEA, a globally trusted brand for over 100 years, has become synonymous with skincare for every stage of life. With products covering every step of the routine, from cleansing to post-shower care, it naturally fits the #everythingshower trend. Rather than treating it as a passing social media phenomenon, we redefined it as an accessible, everyday self-care ritual that is gentle on the skin and relevant across generations.

We transformed the idea into a visually compelling sales story that connects a diverse product range and uses different mechanics to drive purchase decisions at the point of sale. Moving beyond the brand’s typical guidelines, we created a more contemporary, distinctive visual language. Using AI, we first developed a creative brief for shooting a model in different scenes, which then guided a real-life photoshoot. Final production-ready files and a clear asset structure enable fast localisation while ensuring a consistent visual presence across markets.

The project resulted in a diverse range of materials tailored for retail environments – from display stands, shelf units and floor stickers to communication concepts for online stores. The setups clearly communicate the #everythingshower ritual and guide consumers through the selected product range. We developed numerous creative display solutions, from standard formats to retailer-specific executions, all built around the modular umbrella concept: SOFT ON SKIN. SMART ON SAVINGS. The communication platform remains consistent while easily adapting to the specifics of each market.

As part of the project, we also developed an activation concept for influencers and content creators that builds on the #everythingshower trend while making it less complex – turning it into an opportunity to be kinder to our skin with products that are gentle yet effective. Influencers are encouraged to show, in their own style and within their communities, how they make smarter, kinder choices across different areas of life, from exercise and nutrition to skincare. Different levels of creative freedom allow for bolder or more subtle interpretations, while keeping the core concept consistent.