In the highly competitive women’s skin care category, the agency abandoned the conventional approach which places emphasis on ingredients and functions. Instead, focus was calibrated on the creation of Cloud Cone, turning the routine facial cleansing into a novel and amazing experience to trigger the interest of the target group for try-on and sharing. The simple and focused concept significantly improved the consistency of execution and marketing efficiency both online and offline, resulting in 2x growth in market vs. target, and the market share climbed to the top amid fierce competition.

In China, NIVEA is generally regarded as a personal care brand mainly catering to men,

And this blue logo is familiar to most gentlemen.

This summer, we received a challenging mission,

To introduce NIVEA CLOUD CLEANSING MOUSSE to young ladies, highlighting NIVEA’s lineup for female customers.

The abundance of foam is the catchy part of this product.

How to make young ladies fall in love with this facial foam with no resistance?

We found that young ladies, no matter tall or short, slender or chubby, trendy or plain, all like to eat one and the same thing in the summer, that is "ice cream cone."

To this end, we designed and created the world’s first cone cleaning brush.

When a NIVEA CLOUD CLEANSING MOUSSE meets a cleansing brush, the world’s first Cloud Cream Cone is created

Target Group:

18-28 years old, female college students and office ladies,

Attitude towards facial cleansing:

  1. Worried about over-cleaning and understanding the harm of soap base to skin

  2. In favor of the texture and feel offered by dense foam

Attitude towards life:

  1. Delight to try something novel and amazing

Insight:

1.On facial cleansing: Based on our survey, we find that the target group is treating facial cleansing as a routine with no fun.

2.On communication: The target group is delight to accept novel things which can been translated into “social currency”.

Approach:

To redesign the facial cleansing experience based on the product’s catchy part -- abundance of form, so as to stimulate target group’s interest and turn the experience into appealing social currency, leading to customer attention, try-on and sharing.

Limited edition gift pack is launched on the Tmall e-commerce platform.

Our campaign generated buzz and triggered a surge of interest in try-on among young lady fans from online to offline.

Online promotion:

We launched campaigns on both social media and e-commerce platforms, and spread catchy video clips about Cloud Cone on social platforms. In the same period, KOLs were cooperating by alluring consumers on Little red book and /Weibo to generating buzz. Meanwhile, we leveraged these live streaming and online traffic flow to Tmall e-commerce platforms that is China’s biggest E-Channel from Alibaba Group to increase sales.

Offline:

We launched Cloud Cone pop-up stores in 10 cities, helping gain free in-store display at Watson’s outlets that is the biggest chainstore for skincare products to enhance product exposure and sales.

A total of RMB 2 million free instore display, 20.4% full-category sales growth, No. 1 market occupancy in the launch month, 30,000 participation, 900,000 traffic, 80M social media platform exposures.

This campaign has been rated by Nivea as the Most Inspiring Project globally.