Based on a key consumer insight that teenage girls have very little or no healthy skincare routine, Nivea launched Nivea Soft to target the teen market and help them form a relationship with their brand for a lifetime. Moving from Nivea Soft to Nivea core over time.
Therefore our brief was to create a limited edition range for Nivea Soft which connects with teen girls by exploring fashion-led themes which engage and inspire, driving desirability and ultimately sales.
We researched young ‘up and coming’ fashion, jewellery and textile designers who connected strongly with our teen market and ten designers made or shortlist for client review.
Nicola de Main was chosen as her work is ‘fashion forward’ yet approachable. Nicola de Main’s vision of quirky but feminine fashion and her passion for vivid colour and vintage design have been the driving forces behind her collections.
Since she launched in 2005, these concepts have evolved into her unmistakable signature style. Her love of symmetry, nature and movement inspired us when we designed the limited edition packs for Nivea.
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