By 2025, NIVEA, a leading brand in skin care products, will promote the individual health and well-being of over 150,000 people through skin-touch projects supported by a financial commitment of 20 million euros.
Nivea has in fact launched its new brand purpose "we support the value of human contact to inspire union and closeness", in response to the results of two scientific studies that reveal how human contact is seen as essential for happiness and health and as the sense of loneliness has been exacerbated by the ongoing pandemic.
The aim of the projects is to promote the proven health benefits of human contact and to support skin-touch as soon as circumstances allow.
The brand will invest 20 million euros in local skin-touch projects around the world, reaching 150,000 people with particular attention to premature babies, visually impaired people and elderly people with dementia.
"NIVEA has always taken care of skin and people.
This is what defines us from the very beginning. With our contribution we want to make a difference and we will use the influence and visibility of Nivea to spread awareness of the positive effects of contact human health, "said Stefan De Loecker, CEO of NIVEA.
The brand also aims to raise awareness of 100 million people about the proven health benefits of skin contact by 2025. NIVEA launches its initiative with a documentary that tells the true story of premature twins born in Hamburg, explaining how life one of the two was saved in the incubator by human contact with her sister.