Nivea Men Raises Awareness of Men Youngsters
- Chaileedo Press
- May 7, 2022
- 4 min read
Nivea Men launched a campaign for young men to raise awareness of their mental health. It also released a 60-second film showing its wish for asking men to share their feelings. This campaign also improves Nivea Men's brand image. Notably, the demand for male beauty in the last two years can even be compared to women.
Nivea Men, from Beiersdorf, has launched a campaign called Strength in Numbers with Digitas for raising awareness about the mental health crisis among young boys. It suggested men open up about their mental health in its latest campaign run in conjunction with the charity Talk Club.
The campaign is Digitas's debut for Nivea Men after it won the account in September. The skincare brand brought on the agency to drive its digital strategy, create its social media content, and for community management.
A 60-second film was released on Nivea's official website featuring members of Liverpool FC U8 academy and kids from local primary schools. The film shows the kids speaking lines from the iconic Liverpool FC song You'll Never Walk Alone, and concludes with the stat that 50% of mental health problems begin before the age of 14.
The spot directs audiences to the Nivea Men Strength in Numbers webpage, which offers support and advice, as well as asks men to share their feelings and mental health stories.
The project was inspired by the stat that one in three men claim they often feel lonely, but they don't know how to talk about how they feel.
NIVEA MEN believes that care goes beyond the skin. So together with the charity Talk Club, we're championing a simple way to help men of all ages start talking and improve their mental fitness together.
"Our ambition with the 'Strength in Numbers' campaign is to change that narrative by helping men to learn how to talk about their feelings and showing that there's strength in coming together both on and off the field," Nivea Men's senior brand manager Emily Marcham said.
Emma de la Fosse, chief creative officer, of Digitas, said: "We created the Strength in Numbers campaign to help Nivea Men drive real change for men's mental health and get more men talking and checking in with each other. But we're not only focused on today – we wanted to establish a future-ready platform that will become a key strategic pillar for the brand."
Nivea was created in 1911. In 1922, it introduced our first product for men, NIVEA Shaving Soap, followed a few years later by the first shaving foam. These products finally gave men the creamier shaving experience they had been searching for.
In 1980, Nivea set another trend by releasing our alcohol-free After Shave Balm. For the first time, men had an affordable and widely available aftershave that soothed and relieved the irritation of shaving, rather than adding to it. It was an instant success and led to a revolution in men's skincare.
From creams to electric razors. From oil control to anti-aging. From face scrubs to body washes. The line-up of NIVEA for Men products has multiplied since that first jar of shaving soap. And it will continue to evolve as the skincare needs of men evolve.
The demand for male grooming in the last two years can even be compared to women. The development of men's beauty brands first started in the fashion world due to the demands of male models in the showroom. In 2003, French fashion designer Jean Paul Gaultier was the first to launch men's cosmetics under his brand, which at the time had not yet launched women's cosmetics. Since then, designer brands such as Tom Ford and Marc Jacobs have followed, and Dior has launched its genderless makeup line Dior Backstage inspired by the show.
The 2020 Report on the Trend of Domestic Cosmetics shows that the transaction volume of the men's grooming products line increased by 24.5% compared to 2018, and the sales of men's cosmetics increased by 67.9%. Data from KaoLa Haigou shows that in 2020, the growth rate of cosmetic consumption from boys born after 2000 has far exceeded that of girls born after 2000, with the number of boys buying foundation increasing twice faster than girls; and eyeliner, four times.
In addition to basic care products like cleansing and moisturizing, hair care and dyeing, makeup concealers, nail polish, makeup products, and even health and beauty products are making their way onto the shopping lists of male consumers, who are increasingly willing to try new products. Just like women, a complete series of grooming steps is becoming their new habit.
According to data from Sina, the media coverage of "men's cosmetics " in 2021 has almost doubled compared to the previous year. In addition, the growth rate of views on men's beauty was higher than the overall beauty content broadcast on TikTok in the third quarter of 2021. From the perspective of pronged sectors, the preponderance of the cosmetic and the skincare categories are evident. The men's cosmetics market is drawing more and more attention from consumers.
With the soaring of the male beauty economy, driving the awareness of personal image management among male consumers, a younger generation of men is embracing beauty and skincare with a more open attitude.
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