NIVEA: #TheArtOfCleansing
Context: When it comes to self-confidence or feeling better about themselves, most women spend more than half a day with the make-up on. Even more, most of those women go to bed before cleansing. On top of that, Romania is the last country in the European Union when it comes to skin care, with only 10% of Romanian women consider this aspect of being important (Source: GfK)
Challenge: Remind women that cleansing goes beyond aesthetics, being more of a health aspect.
Insight: If you don’t do the cleansing, your pillowcase will do it for you.
Idea: The Sleeping Beauty Project – an initiative that encourages women to take care of their face skin and to remind them how important cleansing is.
Execution: Together with KIKA, NIVEA created the first self-portrait exhibition made on pillowcase.
The main piece of this campaign was the pillowcase. The cloth was turned into a canvas meant to take away the make-up and to highlight the natural beauty of the women. We’ve teamed up with local KOL and challenge them to create their own self-portrait, using only make-up and a pillow. Then the pillows were placed where they belong the most – in beds.
