NIVEA is one of Australia’s most loved and trusted skincare brands with over 100 years of experience in skincare innovation – and their latest Urban Skin face care range was no exception to this.
Designed to detox, defend and refresh skin, the Urban Skin face care range was specifically formulated to protect against the everyday influences of urban life, including pollution, stress, harsh Australian sun and late nights. The range featured a day cream, night cream and three 1-minute face masks unique to the brand.
FORWARD Agency was engaged to launch the new range to Australian women aged 18-25, highlighting how Urban Skin can help their skin keep up with city living.
NIVEA has traditionally appealed to a mass target audience, however, the Urban Skin range was NIVEA’s first face care range specifically targeted at a younger audience.
As a result, we needed to ensure our PR strategy both contemporised the brand to speak to the millennial target audience and cut through the crowded beauty market.
To drive awareness and talkability about the new range, we developed a media and influencer campaign that celebrated the modern, urban Australian lifestyle.
We identified and partnered with four successful, up-and-coming Australian influencers across a number of categories that encapsulated the modern urban lifestyle to create social content about the products and the campaign. Known as our ‘Faces of the City’, these four influencers were DJ Tori Levett, fashion influencer Jessie Khoo, entrepreneur Sarah Holloway and lifestyle influencer Yasmin Tunchy.
To capture the attention of media, we planned and hosted an exclusive launch party for key journalists and influencers that showcased the new Urban Skin face care range and encouraged social sharing and introduce our four ‘Faces of the City’. Held at Barrio Cellar – a chic Sydney venue known for its unique urban design – the evening event featured a performance from DJ Tori Levett, whilst guests mingled, took photos against the custom neon media wall and ate and drank the night away.
We developed a targeted media strategy which included tailored angles for beauty and lifestyle media and beauty bloggers, using the launch event as a springboard for conversation.
In addition to product placement pitching, we carried out features pitching where we created a range of pitches and angles which were tailored to individual outlets. Each angle showcased how the new Urban Skin face care range would suit the lifestyle of busy, city living – from ‘how city living impacts skin’ to ‘quick skincare solutions for the time-poor gal’.
We exceeded KPIs for both guest attendance and social sharing for the Urban Skin Launch Party, with over 90 media and influencers attending the event and more than 100+ pieces of social media content featuring NIVEA.
Event attendees included Beauty Heaven, Byrdie, POPSUGAR, Whimn, Daily Mail Australia, Woman’s Day, Beauty Crew and Li-Chi Pan.
Media feedback from the event was extremely positive, sharing that it was a great launch event for the new range for NIVEA and certainly helped create a new identity for the brand to appeal to a younger audience.
9 pieces of social media content from our four Faces of the City influencers with an average engagement of 2.5% and a total reach of over 729K+.
21 pieces of earned media coverage across beauty and lifestyle with over 7 million OTS. Editorial coverage included Whimn, Pedestrian TV, Fernwood Magazine, Beauty Crew, Australian Women’s Weekly and Courier Mail.
April 4, 2019