Nivea Men has launched an online campaign aimed at making men’s lives easier by getting by with cheats and tricks – or ‘life hacks’ – including using Nivea products as the effortless way to feel good.
An ad created by Stack suggests men make their days easier by using the tumble dryer as a substitute to ironing or storing smelly trainers in a freezer to dull the stench. In addition, the ad promotes Nivea Men skincare as the easy route to looking and feeling better.
Tom De Vos, senior brand manager at Nivea Men, said: “Many men still don’t feel taking care of their skin is important, and one of the big barriers is the worry that it takes a long, boring beauty regime to make a difference. Actually with Nivea Men Originals it takes seconds to apply and ‘cheat’ great skin. Our new Life Hacks campaign is the perfect way to convey this story.”
Liz Wilson, CEO of Stack, added: “We might be seeing the rise of the metrosexual men, but a majority of men continue to regard skincare as fussy and inconvenient. By tapping into the truism that men use the internet as a source of how-to guides, tips and new information, Life Hacks offers an original yet relevant way to engage with the audience who consider men’s skincare regimens as elaborate and cumbersome. It is a fun way of busting that myth.”
The campaign will run across social networks and YouTube.