Online Exclusives

A Personalized Pucker

By Nancy Jeffries, Contributing Editor | July 29, 2013

Nivea launches customized lip care.

Budding artists and the fashionably inclined have a new outlet for their artistic expression as a result of the partnershp between Nivea and fashion designer Rebecca Minkoff. Nivea announced the launch of “Style Uncapped” at The Standard Hotel in New York’s East Village last month to introduce a customized lip care design campaign that celebrates personal style. The Nivea partnership with fashion designer Rebecca Minkoff featured the Nivea Lip Care line, one of several lines from Nivea, which include Nivea, Nivea Body Wash, Nivea Men, and the new Nivea Lip Butters with Shea and Almond Oil, featuring Raspberry Rose Kiss, Caramel Cream Kiss, Vanilla & Macadamia Kiss and Smooth Kiss.
 
The launch put the spotlight on Nivea Lip Care, which showcased such products as A Kiss of Moisture, enriched with beeswax and shea butter; A Kiss of Milk and Honey, with natural milk protein and golden honey; A Kiss of Shimmer, with jojoba oil, shea butter, and SPF 10; A Kiss of Smoothness, with natural shea butter, aloe and SPF 10; and a range of benefit-laden options like A Kiss of Vitamin Swirl, with SPF 10, acai berry and wild apple extracts, plus vitamins C, E, and provitamin B5 + SPF 10; and A Kiss of Cherry, with an SPF 10 formula, almond oil, and a cherry juice tint to leave lips soft and smooth. These formulations are at the center of a design campaign to celebrate consumers’ personal style and provide gloss, protection and hydration, with a wide range of ingredient formulations, plus extensive and varied customized designs.
 
 “This initiative offers consumers the option of customizing their own design to personalize their products, or browse the wide range of available designs,” explained Scott Perillo, brand manager, Nivea Lip Care. Designs include such themes as animals, birds, florals, geometrics, leopard spots, and more, as well as the option to add text to their design by simply visiting the site at: www.StyleUncapped.com and making their personalized selections.
 
Last year, working with its digital agency of record, Rosetta, Nivea created the brand’s inaugural lip care design initiative. This year’s program saw the collaboration with Rosetta expand to build a site that offers an even more robust consumer experience. Consumers may choose from more than 400 patterns and symbols, including Minkoff’s design, and an array of colors when creating their caps. More than 200 symbols, patterns, and 12 new design themes are available to distinguish the customized result, and consumers will be able to see the designs they have created in real time.
 
Finalized designs can be shared on Twitter, Pinterest, and Facebook, as well as the Style, Uncapped Gallery, at #StyleUncapped, and consumers can create personal accounts to access previous designs and designs-in-progress. The site experience is also accessible from mobile and tablet devices, where visitors can create out-of-the-box designs and combinations. After completing their designs, consumers can order 1-5 custom designs for $6/cap, 6-20 at $5/cap and 20+ at $4/cap, and they will receive their customized cap and Nivea Lip Care products in two weeks. The customized design products are suitable not only for personal use, but for give-aways at themed parties, weddings, and special occasions.
 
“Nivea has partnered with Rebecca Minkoff, an industry leader who has become one of the most sought-after designers and is now the new Nivea design ambassador. In support of the program, she has created a limited edition design, inspired by her current Spring 2013 collection, which is also available for purchase on the Style Uncapped site,” said Perillo in introducing the designer.
 
 “I’m thrilled to be partnering with Nivea and honored to spread the word. Like the brand, I appreciate and encourage self-expression,” said Minkoff. “With this first of its kind program, we will give everyone in America the opportunity to make their lip cap their best accessory, and I know all too well about the importance of a great accessory.”
 
Minkoff, who said the blue and white design she created for the first summer campaign was inspired by a vintage bandana she had collected, also noted that there will be a Fall fashion campaign, and additional opportunities for customization going forward.
 
 “At Nivea, our goal is to make each kiss moment as special as possible,” explained Evan Eckman, VP-marketing Beiersdorf North America. “Through Nivea Lip Care’s Style uncapped initiative, we are encouraging consumers to show us how creative they can be. Just as every kiss is unique, we are proud to give consumers the tools to create their uniquely designed one-of-a-kind Nivea Lip Care cap.”
 
Nivea is owned by Beiersdorf AG, a manufacturer of branded consumer products for skin care, which produces such brands as Eucerin, Aquaphor, La Prairie, Juvena, Labello, Nivea Men, 8x4 and Florena.
 
More info: www.Niveausa.com and www.beiersdorfusa.com.
 
   

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