NIVEA has partnered with Amazon in Saudi Arabia to launch a campaign celebrating skin diversity.
The campaign aligns with broader trends of brands embracing cultural diversity and inclusivity.
Saudi Arabia’s evolving social landscape provides a unique backdrop for such initiatives, especially as the country undergoes significant socio-cultural transformations.
By tapping into the country’s awakening and highlighting its progress and cultural wealth, the brand aims to connect with Saudi consumers on a deeper level while also resonating with international audiences.
This approach not only reflects a commitment to inclusivity but also positions NIVEA as a brand that understands and celebrates the diversity of its customer base.
The partnership marks the retail giant’s first-ever brand partnership in the Kingdom, using its distribution power to deliver a skin-positivity message to thousands of Saudi homes.
This historic collaboration resulted in a design that used data and skin analysis to represent the diverse skin tones of Saudi Arabia.
The design was then applied to 530,000 Amazon boxes, along with an open-ended message printed on the box: ‘MY SKIN IS MY_______’ that invites recipients to complete the sentence by reflecting on the significance of their skin.
The “Unboxing Skin” campaign represents a bold departure from traditional advertising strategies by transforming the Amazon box into a canvas for promoting skin positivity and self-expression.
It aims to spark a broader conversation around beauty standards and promote acceptance of diverse skin types, making each parcel an invitation to take part in a skin positivity conversation.
The campaign is rolling out far and wide in the Kingdom while supplies last. However, it’s not restricted to Amazon buyers; anyone can take part in the skin celebration either by sharing their limited edition boxes or just a message of appreciation for their skin on social media.
To complete the experience, each box includes a scannable code offering discounts on NIVEA products, to celebrate our skin in the best way possible: by taking care of it.
The campaign originating from Publicis One Touch in Dubai marks a significant collaboration, aiming to transcend conventional advertising approaches by using the collective influence of both brands for positive impact.
This historic partnership signifies a departure from the norm, demonstrating a commitment to use their combined resources for the greater good.
Alia Lotfy, Head of Marketing NIVEA MENA, said: “We are thrilled to spearhead Amazon’s first box branding partnership in KSA. Through this initiative, we’re leveraging the power of branding to deliver a positive message to all Saudi homes we can reach, NIVEA pioneering the celebration of Skin, inviting everyone to see their skin in a celebratory light.”
Rodrigo Rodrigues, Executive Creative Director at Publicis One Touch Dubai, said: “We take immense pride in ‘Unboxing Skin’. We believe it will positively impact Saudi society by celebrating the beauty and diversity of its skin, underlining how such diversity makes the Kingdom great.“By using Amazon as a platform, we’ve managed to create a meaningful campaign that turns the box into an innovative medium to influence a positive movement.”
The main objective of this campaign is to positively impact each person, giving them the opportunity to reflect on the importance of their skin, appreciate it, and take care of it.
