NIVEA betting big on the trend of going backless!

NIVEA India Pvt. Ltd., an affiliate of Beiersdorf AG and world’s largest skincare brand, has re-launched the global innovation in the Body category-Whitening Cell Repair Lotion. Keeping in mind the trend of going backless and carrying yourself with confidence, is the main focus of this campaign. Face of this campaign - Anushka Sharma is seen flaunting her back in the advertisement.

Over the years, we do not realize how much our skin wears out because of the hands of time, sun and environmental damage. All of this damage affects various parts of our body, including our back as well. Wouldn’t it be wonderful to protect your skin from darkening & damage to unveil your naturally fair, glowing tone and have even complexion? Clothes that women wear have a lot to do with how confident they are in their skin. If you are not confident, the clothing tends to be more conservative and this is the insight behind NIVEA’s campaign for the Whitening Cell repair lotion.

NIVEA, with its 100 years of expertise in global skin care understands your needs and presents NIVEA Whitening Cell Repair Lotion – An innovative whitening lotion that helps you enjoy skin like you had. NIVEA Whitening Cell Repair Lotion is enriched with 40x Vitamin C from super fruits, Acerola Cherry & Camu Camu that works from deep within to repair accumulated, damaged, dull skin, layer by layer & boosts skin’s natural barrier to fight sun induced skin damage. Its Advanced UVA & UVB filters ensure that your radiance is protected from both ageing & burning rays of the sun, which are known to cause skin darkening, unevenness & pigmentation.

Speaking on the backless campaign, face of NIVEA Whitening Cell Repair Body Lotion - Anushka Sharma says, “We girls always like experimenting with our clothes. The basic idea is to carry yourself with confidence and be comfortable in your skin and body. Backless symbolises confidence, and something that will always be in vogue. If you have to wear a backless top or a dress there shouldn’t be a thought about it. Put on NIVEA Whitening Cell Repair Body Lotion and flaunt your back!”

Commenting on this occasion, Sunil Gadgil, Marketing Head NIVEA says, “The NIVEA whitening cell repair lotion is designed to repair tan and the damage that happens over time. Majority of women today face problems of skin tan that limits their freedom to dress and they end up dressing defensively. With an aim of hiding their tan marks and feeling confident about their skin is what we thought of promising tan repair through this lotion which will allow women to carry off their clothes confidently.”

Speaking about this campaign, Rakshit Hargave Managing Director, NIVEA India, says “When we first launched the Whitening Cell Repair Lotion, we needed to have a product which brings the original colour of the skin. It has 40 times the power of vitamin C as a result of Camu Camu and Acerola cherries which have whitening ingredients. Further, Anushka has been associated with us for 2 years and we are extremely pleased with the results of this association and communication developed with her. This has been going down well and it’s a win-win game for us.”