Taking anti out of ageing


Swedish Women over 40 did not feel that there was a brand that spoke directly to them. They felt Anti Age was an outdated concept and they wanted change. The brief was to relaunch NIVEA cellular in an authentic and fresh way. Make the brand relevant for the modern Nordic women. 

We took a new approach to beauty communication and removed Anti-Age from our vocabulary, so that Women, no matter how old they are, could embrace their age and feel good about themselves. 

The Women we targeted were 40+ We used a mix of classic media such as TV and Print together with Social and Online to generate most amount of reach to generate awareness and PR buzz. We brought on one of Swedens's most liked and famous Women to be our Spokesperson.  We related to an already hotly discussed topic and not only took distance to the word Anti Age but also removed the words Anti Age from our products.

Strategy, Concept, Art Director