NIVEA
To launch their LUMINOUS630® Skin Glow range, NIVEA tapped Pinterest Predicts, Premiere Spotlight and an editorial sponsorship—and the results were impressive.
Goal
NIVEA, one of the world’s leading skin care brands1, identified a new opportunity for growth. With interest in hyperpigmentation skincare on the rise and the launch of its new LUMINOUS630® Skin Glow range underway, the brand set out to give the collection a go-to-market introduction like no other.
The goal was clear: to boost brand awareness and purchase intent while establishing the product across global markets. A key part of this ambition was educating consumers on the novelty and unique benefits of the Skin Glow range, helping to position the product a strong contender among competitors.
As consumers actively explored this highly sought-after skincare space, reaching younger audiences was also a priority for NIVEA, with a particular focus on female Gen Z and Millennial consumers aged 18-34. With all the above considered, Pinterest was a perfect fit for the activation—with beauty one of its most endemic categories,2 and characterised by slower scrolling behaviour and high shopping intent,3 creating an ideal environment for NIVEA to introduce the new range and drive consideration.
Strategy
Working in close partnership with OMD, NIVEA tapped Pinterest Predicts, the platform’s annual not-yet-trending report, to shape the campaign. This trend-led storytelling approach helped the brand connect with younger beauty audiences in a way that felt timely, relevant, and visually distinctive in-feed.
That strategic thinking came to life through a Pinterest Predicts sponsorship. At the heart of the activation was the “Goddess Complex (Deine innere Göttin)” trend, whose themes of confidence, radiance, and self-expression aligned perfectly with the Skin Glow proposition. By sponsoring the trend, NIVEA was able to anchor the campaign in cultural insight while reinforcing the product’s glowing benefits.
To maximise impact, NIVEA secured high-visibility placements that could bring immersive storytelling. Premiere Spotlight took hero positions across Pinterest’s home and search feed, supported by an editorial sponsorship to extend the narrative even further. This was complemented by a video campaign blending product-focused creative with creator-led content, helping audiences see how the Skin Glow range fits seamlessly into everyday lives and skincare routines.
To strengthen consideration, NIVEA worked with Pinterest to optimise assets and refine creative execution, while the Conversions API supported consistent measurement across markets.
With scale in mind, this campaign was designed as a cross-market initiative—executed in close collaboration with OMD and local Pinterest teams, generating shared learnings across Europe.
“
The trend-led approach for this launch campaign was a great match. The close collaboration with the Pinterest team enabled efficient execution and unlocked key learnings for both NIVEA and Derma Healthcare. As a cross-market initiative, the campaign played an important role in our regional set-up, generating insights that can be applied to future activations.”
Marie Lemcke
Regional Media & Digital Activation Manager, Beiersdorf
Results
The results delivered a true all-glow moment for NIVEA and beauty shoppers alike.
A Brand Lift Study revealed that the campaign delivered strong performance across key awareness and consideration metrics, significantly outperforming industry benchmarks. The results show a 2.4pt lift in action intent, highlighting the campaign’s ability to influence consideration within a highly competitive skincare category.4
High-impact placements like Premiere Spotlight played a core role in helping drive awareness. In search alone, these placements achieved over double (2.4X) the video completion rate compared to platform benchmarks,4 reinforcing the value of pairing trend-led creative with premium visibility.
Beyond performance, the cross-market activation delivered valuable learnings, generating insights that can inform future campaigns across Beiersdorf’s portfolio of brands.
The formula for success? Trend-led co-branding paired with high-impact placements can be a powerful way to bring your message to market—whether introducing a new product line, extending an existing range, or showing up for a big brand moment. For brands ready to meet audiences where inspiration starts, the opportunity to shine is ready and waiting… and the next question is: what trend would you choose?
+2.4pt
Overall lift in action intent4
2.4x
Video completion rate for Premiere Spotlight in search, compared to platform benchmarks4
+14.4pt
Lift in campaign awareness driven by creator-led content4
Explore Related Resources
Sponsor a Pinterest Predicts trendPinterest Predicts reveals what’s about to take off in culture, helping you understand what will resonate with your audience before anyone else. Download the playbook to explore tips, campaigns, and see what’s possible when brands tap into trends early.
Make a splash with Premiere Spotlight and Editorial Sponsorships
With Premiere Spotlight’s high-traffic placements, you can reserve premium real estate across Pinterest’s home and search landing pages—then combine it with an Editorial Sponsorship for extra leverage. Learn more