Movie theatres targeting a mature audience were chosen. To achieve an impact as high as possible neither the commercial nor time and place of the airing was conventional. The commercial already started when people took their seats.

The commercial raised high interest. After the show 85% of the interviewees spontaneously named NIVEA VISAGE Q10Plus when asked about the commercials shown before the movie. Approximately 15% of the female viewers ordered free samples via the internet.

For several minutes the portrait of a woman was projected onto the curtain. The draw of the curtain emphasized the product benefit.

Urbane women from 40 upwards, who want to fight wrinkles.