Brand: Nivea
Agency: TikTok Creative Consultancy
Media: TikTok
Creative Director: Berkin Dalgic
Background: The glamorous premium beauty world and the two myths it is built upon: "Expensive products work better" and "Clinically proven claims spoken by celebrities are sacred truths”. NIVEA, the champion of affordable beauty, needed to prove to the audience that its Luminous630 serum can deliver an anti-spot effect and a luminous glow in just 14 days.
Idea: To get real with real customers, NIVEA challenged the whole beauty industry's claims by daring to put their Luminous630 serum to the test. In a groundbreaking move, they went live on TikTok for 14 consecutive days where the product was applied in real-time.
Execution: Unlike platforms showcasing polished or curated content, TikTok thrives on authenticity which made it the ideal platform to launch the campiagn. First, creators known for their honest reviews answer the community's burning questions about Luminous630. Then NIVEA partnered with creator Yasmin Balta to "crash test" the serum live for 14 days. Each day, Yasmin went live and applied the Luminous630 serum in front of the whole TikTok community, sharing her skin journey and showing the results in real-time. Next, NIVEA launched a Branded Effect to help the audience identify the best NIVEA product suited to their specific skin needs and do their own crash test. NIVEA not only proved the serum’s claim with this unprecedented move and connected directly with the TikTok beauty community, but also challenged the whole beauty industry to reconsider what they want to claim and promise next.
