Mumbai, 14th October 2022: Celebrating budding content creators across the country, NIVEA India, India’s #1 Trusted Skincare brand* unveiled the highly anticipated list of 60 winners for its second edition of NIVEA Soft Fresh Batch at the grand event held in Mumbai. After two months of content creation across personas like fashionista, entertainer, sporty and smarty, the nationwide digital influencer contest came to a wrap! It provided a credible platform to aspiring influencers for showcasing their talent.
While NIVEA Soft Fresh Batch’s first edition garnered a lot of excitement, this edition witnessed a whopping 120,000+ number of entries i.e. 6X entries in comparison to the premier edition, causing a viral stir amongst Gen-Z girls! With an interactive filter on Moj, the innovative collaboration tapped into a wider Indian influencer network with a huge audience base that takes on trends and challenges. The campaign was rolled out in seven different languages on Moj - English, Hindi, Bengali, Tamil, Telugu, Kannada and Malayalam, reaching diverse Indian users. Following more interest in the contest from gen-z content creators than ever before, this edition witnessed an extensive participation stretching across metro-cities like Mumbai, Delhi, Kolkata and Bangalore, to emerging regional markets like Surat, Pune, Nagpur, Bihar, Uttarakhand, Jammu and Kashmir amongst others.
Winners from across the country were flown down to Mumbai for the celebratory gala where they were gratified with a year-long contract with NIVEA India helping them kick-start their influencer journey. The 60 winners bagged huge prizes – featuring in NIVEA digital ads, celeb-style photoshoot with Rohan Shrestha, personalized NIVEA Soft packs, a smartphone, and a limited-edition jacket! The event also witnessed several unique content-creation workshops, meet & greet sessions with some of the most-loved influencers like Nagma Mirajkar and Ashi Khanna, and more.
Youngsters from more than 1200 colleges across the country participated, delving deep into the grassroots of the country across both metro and rural markets. The campaign helped creators showcase content using the one-of-its-kind & interactive NIVEA Soft Fresh Batch filter in various languages and garnered a strong brand recall for the 4 unique, limited-edition persona packs of NIVEA Soft - Fashionista, Sporty, Entertainer, and Smarty.
Excited about this initiative, Mr. Neil George, Managing Director, NIVEA India, says, “At NIVEA India, we believe we can use the very strong digital ecosystem to build strong engagement bonds for the brand and our core target audience of Gen-Z girls. NIVEA Soft Fresh Batch is an annual initiative and helps us not only build a lasting brand affinity but also empower the digital journey of every budding content creator across the country. Staying true to our core philosophy of Care Beyond Skin, we are looking forward to providing a credible platform for the future generation of Indian content creators by helping them kick-start their fresh influencer journeys with NIVEA - India’s #1 Trusted Skincare brand*.
About Beiersdorf AG
Beiersdorf has stood for innovative, high-quality skin care products as well as pioneering skin research for 140 years. Leading international brands such as NIVEA, the world’s no. 1 skin care brand*, Eucerin (dermocosmetics), La Pairie (selective cosmetics), and Hansaplast/Elastoplast (plasters and wound care) are cherished by millions of people around the world day after day. Renowned brands such as Aquaphor, Coppertone, Chantecaille, Labello, 8x4, atrix, Hidrofugal, Maestro, and Florena round off our extensive portfolio in the Consumer Business Segment. Through the wholly owned affiliate tesa SE, Beiersdorf is also a globally leading manufacturer of technical adhesive tapes and provides self-adhesive solutions to industry, craft businesses, and consumers.
The Hamburg-based company generated sales of €7,627 million as well as an operating result (EBIT) of €933 million in fiscal year 2021. Beiersdorf has more than 20,000 employees worldwide, who are connected by shared core values, a strong corporate culture and the Beiersdorf purpose Care Beyond Skin. With its C.A.R.E.+ business strategy, the company pursues a multi-year investment program focusing on competitive, sustainable growth. The program is consistent with the ambitious sustainability agenda, with which Beiersdorf is generating clear added value for consumers, society, and the environment.
* Source: Euromonitor International Limited; NIVEA by umbrella brand name in the categories Body Care, Face Care, and Hand Care; in retail value terms, 2021