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.
 
   

Related End-User Markets:

Related Raw Materials:

blog comments powered by Disqus
  • I Want It All

    I Want It All

    Melissa Meisel , Associate Editor||May 2, 2016
    Skin care moves beyond the basics with pampering formulations with unique components and novel functions.

  • Wacker Builds on Its Success

    Wacker Builds on Its Success

    Tom Branna, Editorial Director ||May 2, 2016
    The silicone maker had a good 2015 and expects the gains to continue in 2016, driven, in part, by success in the Americas and

  • That’s Awesome!

    That’s Awesome!

    May 2, 2016
    Extracts & Ingredients highlights the newest ideas in efficacious oils for the personal care market.

  • At a Loss for Curls?

    April 22, 2016
    Amplixin, a Miami-based maker of hair strengthening products, has a solution for hair loss.

  • Why Look Good, When You Can Look Perfect?

    Why Look Good, When You Can Look Perfect?

    Tom Branna, Editorial Director||April 4, 2016
    A new way to try-before-you buy is capturing the attention of consumers and the beauty industry.

  • NYSCC Explores Product Innovation

    NYSCC Explores Product Innovation

    Christine Esposito, Associate Editor||March 14, 2016
    New product development, formulation expertise and proper preservation are topics of discussion at February monthly meeting.

  • Battling Pollution via Skin Care

    Battling Pollution via Skin Care

    Christine Esposito, Associate Editor||March 7, 2016
    Canadian start-up turns to crowdfunding to help launch a new anti-pollution moisturizer.

  • Texture on the Runway

    Nancy Jeffries, Contributing Editor||February 22, 2016
    Au Naturale by Dark and Lovely, Cantu, Creme of Nature, Design Essentials and Garnier create head-turning hairstyles.

  • Arm

    Arm's Reach: skin care line with unique packaging

    Christine Esposito, Associate Editor||February 15, 2016
    Chemist brothers create a skin care line with packaging that helps consumers cover hard to reach spots.

  • Buy the Sea, Buy the Sea, Buy the Beautiful Sea

    Buy the Sea, Buy the Sea, Buy the Beautiful Sea

    Tom Branna, Editorial Director||February 9, 2016
    Nova Scotia Fisherman makes a boatload of products that contain sea kelp and a raft of natural ingredients.

  • What

    What's on Tap for 2016?

    Nancy Jeffries, Contributing Editor||February 8, 2016
    CEW and NPD present their beauty industry review and preview.

  • Witch

    Witch's Brew: Dickinson's celebrates milestone in 2016

    Christine Esposito, Associate Editor||February 1, 2016
    Dickinson’s celebrates 150 years of witch hazel skin care with the biggest line expansion in the company’s history.

  • From Research to Retail

    Tom Branna, Editorial Director||February 1, 2016
    What began as research on skin disorders led a dermatologist and his father to create their own skin care formulas.

  • 5 Things I Learned

    5 Things I Learned

    January 15, 2016
    The Avon & Women’s Dermatologic Society Mentorship Program. Dr. Sabrina Fabi (left) and Dr. Kimberly Jerdan.

  • Perfect Timing

    Perfect Timing

    Tom Branna, Editorial Director||January 11, 2016
    New ways of collecting data can help cosmetics companies understand what women really want—and when they want it.

  • When a Cosmetic Becomes a Drug

    When a Cosmetic Becomes a Drug

    Jacqueline Sheridan, Dinsmore & Shohl LLP||January 11, 2016
    The unintentional conversion of personal care products through marketing.

  • Africa, Rising

    Africa, Rising

    December 14, 2015
    Savvy marketers should expand their operations on the continent, according to speakers at a WFFC seminar.

  • Color, Your World

    Color, Your World

    December 7, 2015
    A kaleidoscope of concepts was the conversation at a recent NYSCC symposium.

  • A Home of One’s Own

    A Home of One’s Own

    Christine Esposito, Associate Editor||November 23, 2015
    NeoStrata’s Exuviance has opened its first freestanding retail space, complete with on-site skin analysis and express treatment rooms.

  • Hitting a Wall(mart)

    Hitting a Wall(mart)

    November 9, 2015
    Walmart imposes slotting fees and that hurts a lot of Tier 2 and 3 FMCG companies.

  • That’s Quite an Achievement!

    That’s Quite an Achievement!

    Nancy Jeffries, Contributing Editor||November 2, 2015
    The CEW honors seven beauty industry leaders.

  • What

    What's Not to Love?

    Tom Branna, Editorial Director||October 26, 2015
    The sun care category is rife with issues, but there’s a lot to like about it.

  • Sharp Competition

    Sharp Competition

    Christine Esposito, Associate Editor||October 26, 2015
    800Razors.com signs a high-profile athlete to promote its growing direct-to-consumer razor and personal care business.

  • About a Boy

    About a Boy

    Christine Esposito, Associate Editor||October 19, 2015
    As a mom, Jenny Cupido wanted to solve her son’s skin issues. Now she’s raising an indie beauty brand too.

  • A Suite Deal

    A Suite Deal

    October 12, 2015
    Image Studios provides an innovative venue for beauty professionals seeking a new way to do business.

  • For Their Own Good

    For Their Own Good

    Christine Esposito, Associate Editor||September 29, 2015
    With a rich heritage and recognized formulation expertise, FC Sturtevant Company is moving into the consumer marketplace.

  • What’s All the ‘Fuzz’ About?

    What’s All the ‘Fuzz’ About?

    Jeremy Kerstetter, Assistant Editor||September 28, 2015
    Lawyer presents the power and versatility of essential oils by adding them to her own handmade dryer balls.

  • A Foothold in Foot Care

    A Foothold in Foot Care

    Christine Esposito, Associate Editor||September 22, 2015
    Treating feet right is the heart and soul of one Brooklyn-based company.