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Nivea Soft aims to tap fashion market with experiential campaign by Space

Nivea Soft moisturising cream is set to launch an experiential campaign tomorrow, with the aim of tapping into the market of fashion-focussed woman by promoting the brand as the perfect base for any outfit.

Created by Space, the campaign centres around a ‘boudoir’ stand which is going on tour around five major shopping centres across the UK, starting in Cabot Circus in Bristol on 28 June.

As part of the event, a professional fashion stylist will show how the public can change their outfits to make it suitable for a glamorous night out, as well the stand featuring an interactive mirror which streams compliments.

Sophie Myers, brand manager of NIVEA Body Care, said: “Fashion is incredibly important to our new target audience and Space has managed to encapsulate NIVEA Soft’s fashion credentials with the piece of theatre they have created. Each element of the campaign has strong appeal and will reinforce our positioning as the brand that is the perfect starting point for any getting-ready routine – whatever the look may be.”

David Atkinson, managing partner at Space, added: “At Space we love a creative challenge, and targeting a whole new target audience for NIVEA Soft has given us just that. Using our insight into the needs and aspirations of this group, we believe we have created an impactful campaign that will start to create a whole new generation of loyal NIVEA Soft users.”

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