In an effort to educate children on the detrimental effects of going sunscreen-free, global skincare brand Nivea launched a unique educational experience for children and their parents while simultaneously spreading awareness of product benefits.
Nivea targeted sunbathers of Rio de Janeiro distributing kits of Nivea Dolls along with its Nivea Sun Kids product to parents and their children enjoying the beach. The dolls were made with a UV-sensitive coating material that causes portions of the body to “burn” and turn red when exposed to sunlight without protection. Nivea reps demonstrated through the dolls what Marketing Director for Nivea Brazil, Tatiana Ponce calls, “educational action,” how Nivea’s sunscreen keeps skin safe, as it protects the dolls from the sun. Through distribution of product samples and hands-on learning, Nivea was able to tackle the challenge of children’s sunblock application, creating a positive experience for consumers.