Amazon Nivea

A skin celebration in Saudi Arabia

Agencies: Saatchi & Saatchi Publicis One Touch


What happens when a global beauty brand and a retail giant collaborate in Saudi Arabia? A skin celebration movement reaching more than half a million households.

The initiative is called ‘Unboxing Skin’.

Using data and skin analysis, more than 530,000 of the iconic Amazon boxes were transformed to represent and celebrate the diverse skin tones found within the Kingdom. An open-ended message printed on the box: ‘MY SKIN IS MY_______’ invited recipients to join in the skin positivity conversation by reflecting on the significance of their skin colour.

Saudi Arabia is undergoing an unprecedented awakening that has captured the world's attention. The focus is on its remarkable progress as well as its cultural wealth. NIVEA saw this as a great opportunity to celebrate the country's rich diversity in a way that would resonate both nationally and internationally.

The campaign is rolling out far and wide in the Kingdom while supplies last. However, it’s not restricted to Amazon buyers; anyone can take part in the skin celebration either by sharing their limited edition boxes or just a message of appreciation for their skin on social media.

To complete the experience, each box includes a scannable code offering discounts on NIVEA products, to celebrate our skin in the best way possible: by taking care of it.

The campaign originated in the offices of the international advertising agency Publicis One Touch, Dubai. This historic partnership presented an opportunity to go beyond traditional advertising and leverage both brands' power for good.

"We take immense pride in 'Unboxing Skin'. We believe it will positively impact Saudi society by celebrating the beauty and diversity of its skin, underlining how such diversity makes the Kingdom great." said Rodrigo Rodrigues, Executive Creative Director at Publicis One Touch Dubai. "By using Amazon as a platform, we've managed to create a meaningful campaign that turns the box into an innovative medium to influence a positive movement."

While a significant increase in sales for NIVEA on Amazon is already taking place, the main objective of this campaign is to positively impact each person, giving them the opportunity to reflect on the importance of their skin, appreciate it, and ultimately take care of it.

This professional campaign titled 'A skin celebration in Saudi Arabia' was published in Saudi Arabia in April, 2024. It was created for the brands: Amazon and Nivea, by ad agencies: Publicis One Touch and Saatchi & Saatchi. This Design and Direct media campaign is related to the Beauty industry and contains 2 media assets. It was submitted 17 days ago.


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