The LOVING TOUCH is the first non-medical device specially designed to replicate human touch for preterm babies inside the sterile environment of a hospital incubator. No other device or kit currently attempts to replicate the feeling and warmth of a human embrace or cradles preterm babies in this way.

As skincare experts, NIVEA believes in the power of human touch. With its new global #CareForHumanTouch initiative, NIVEA supports skin-touch projects to promote the quality of life for people at risk of loneliness like babies born preterm, visually impaired individuals and elderly with dementia. The brand also aims to make 100 million people aware of the proven health benefits of skin-touch by 2025. Our brief was focused on their preterm baby initiative, to make a tangible difference for preemies while also highlighting the power of human touch to consumers.

15 million babies are born preterm every year. After birth, they are immediately separated from their parents and placed in incubators to aid their recovery. Studies have shown that skin-to-skin touch with their parents is vital for newborns as it increases their chances of survival by 36% Skin-to-skin contact is recommended for newborns as it also regulates the heartbeat, reduces stress and boosts brain development. NIVEA's LOVING TOUCH kit is designed to bring the tactile benefits of human touch to otherwise isolated preemies in incubators.

06/08/2021 – 03/09/2021 - Specification of general idea with input from premature baby specialists in Germany regarding feasibility for intended user(premature babies) and target group (parents/nurses) with the aim to create a device that transports the idea of the „human touch“.

Mid Sep – Mid November 2021 Refinement of design + prototypes with design agency in Germany.

End November 2021 – final product development, incl. 2 prototypes

Trialled at Hospital Sao Paulo, Brazil, from 30 Nov - 6 Dec 2021.

NIVEA's LOVING TOUCH kit allowed us to replicate a parent's vital skin-to-skin contact for preterm babies isolated in hospital incubators. Made from re-usable and easily sanitised silicon, The LOVING TOUCH kit’s shell can be adjusted to accommodate babies of different sizes. It is designed to make preterm babies feel embraced as if by human hands and held in a position recommended by our premature baby specialists. The laser embossed fabric of the cushion mimics the texture of human skin. The removable cushion is filled with organic, heat-retaining seeds and can be easily and quickly microwaved by hospital staff to warm it to human body temperature. The LOVING TOUCH kit is currently in the prototype stage and we are looking at further development after a successful trial with Hospital Sao Paulo, Brazil.

The LOVING TOUCH kit was well received by staff at Hospital Sao Paulo and the parents of premature babies who got to trial it from 30 Nov to 6 Dec 2021. NIVEA are evaluating results of our trial and are considering further improvements. NIVEA is currently assessing the feasibility of producing 500+ units to be distributed to hospital preterm baby wards, globally, pro bono. The total production budget to date has been €300 000. NIVEA is also patenting the LOVING TOUCH.