NIVEA Winter Campaign 2022
Trade Marketing
Overview
Seasonal campaigns play a key role in the skincare industry, especially during winter, when concerns like dryness and skin protection become more relevant. This project explores the development of visual assets for a winter campaign, focusing on promotional communication for seasonal products.
Objective
To create a set of visual pieces that would:
Communicate product relevance during the winter season
Highlight benefits such as hydration and skin protection
Capture attention in promotional environments (digital and/or print)
Approach
The campaign was developed by translating seasonal communication into visual assets while respecting brand guidelines.
Emphasized product visibility within the composition
Incorporated imagery featuring women who reflect Brazilian diversity and culture
Designed layouts optimized for promotional formats
Followed NIVEA’s established visual identity to ensure consistency
Design Decisions
Used NIVEA’s established color palette to maintain brand recognition and consistency
Selected models that resemble Brazilian people to create cultural proximity and relatability
Created contrast to highlight the product and key information
Focused on clean composition to ensure clarity across formats
Balanced brand guidelines with campaign-specific communication
Outcome
The final pieces communicate the product’s relevance during winter while maintaining strong alignment with NIVEA’s visual identity. The use of culturally relatable imagery helps strengthen audience connection and supports clear promotional communication.