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September 19, 2008

Major cosmetic brand faces the public

Nivea Visage will be taking its Face Experts’ campaign to shopping centres across the UK throughout September, October and November.

The activity will engage visitors in a spa-like environment and “challenge them to understand their own skin”.

The concept incorporates a reception area with the complete product range of 43 Nivea Visage products housed within a clear glass display, inviting guests to enter the consultation area where an expert will diagnose their skin type.

The one-to-one consultation area is designed to feel personal and inviting, giving visitors a sense of being pampered. Each expert will be equipped with a laptop to guide visitors through skincare profiling questions, along with a specialist lamp to examine their skin. Visitors will then be matched to a tailored product most suitable to their skin type with free samples to take away.

Consumers that bring any newly purchased Nivea Visage item to the event will be entered into a competition, with the chance of winning a relaxing luxury weekend holiday to Dubai, incorporating a trip to the Nivea House Spa.

“The roadshow is a very exciting project as this is the first time Nivea Visage has showcased all of its sub-brands under one activity to deliver a very personalised experience to every consumer that comes to visit us,” said Nivea Visage senior brand manager Nicole Goodwin. “The objective is to communicate to the consumers that we are experts in facial skincare offering a variety of different fantastic ranges that will fulfil all their needs in an accessible yet aspirational way.”

Experiential agency Sledge produced the campaign for Nivea Visage, with the company’s sales and marketing director Ian Irving, saying: “The concept provides visitors to the stand with the opportunity to really understand what works best for their skin. With a nationwide campaign, consumers will get the chance to engage in the Nivea live brand experience allowing the brand to touch a highly targeted audience and really engage with them.”

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