#LiftOffWithLuminous: Exploring the global home of NIVEA
When I was extended an invitation to immerse myself in the essence of NIVEA at its Hamburg birthplace and delve into the all-new LUMINOUS630 range, there was no hesitation – I accepted without delay.
Departure
The #LiftOffWithLuminous adventure began early in the morning on Sunday. NIVEA pampered the NIVEA Glow Getters and selected media with a luxurious business-class journey on Lufthansa Airlines. Comfort and excitement filled the air as we headed for Hamburg, marking the vibrant kickoff to our Girls’ Trip. With a short layover in Frankfurt, we finally landed in the delightful city of Hamburg, ready to explore and make unforgettable memories.
First Meal
From my room at The Westin Hotel, Hamburg, the Elbe river and a charming slice of the city provided the backdrop to my adventures. A speedy prep and outfit change later, we found ourselves at the local Italian spot, Edmodo. Besides the snazzy green and brown decor, the food here is nothing short of mind-blowing!
The journey into ‘Luminous Life’ has well and truly begun.
All-White Themed Reception
Hosted by the charismatic Zola Ngwenya, Senior Brand Manager of LUMINOUS630, we partied in style at the all-white party in the chic Westin Hotel. Champagne, nibbles and sunset views set the scene for a night of bonding. The following day would be filled with learning and diving deep into all things NIVEA.
Beiersdorf
Walking into the Beiersdorf building was a surreal experience, like stepping into skincare royalty. It hummed with the energy of innovation, having birthed renowned products like Eucerin and Labello. In NIVEA’s global HQ, every corner revealed the brand’s legacy.
Divided into various sectors, the expansive Beiersdorf centre housed a bustling canteen, cutting-edge laboratories, a prestigious university and the captivating Heritage Room. Here, the rich tapestry of the NIVEA brand is on display through vintage adverts and historic products.
From the humble beginnings of the first NIVEA Creme tin to surprising revelations about past ventures into toothpaste and plaster production, they showcased a century of unwavering research and pioneering spirit. A special highlight was delving into the inception of the revolutionary LUMINOUS630 range, a ten-year labour of love that has redefined skincare globally.
Exploring the brand’s commitment to diversity, we uncovered insightful studies on melanin-rich skin, underlining NIVEA’s dedication to inclusivity and global representation. The day culminated in a behind-the-scenes tour of the Research & Development Department, all while wearing a personalised lab coat! I left the Beiersdorf centre with new-found admiration for the intricate processes behind NIVEA’s beloved products.
The NIVEA Haus
Nestled in the vibrant heart of Hamburg’s Jungfernstieg, the iconic NIVEA Haus is a haven for skincare enthusiasts and gift seekers alike. After a gracious reception from the staff, we embarked on an immersive journey through the store, indulging in hours of exploration. From shopping for exclusive products to receiving complimentary skin analysis and a luxurious hand massage at the spa, every moment was a pampering delight. The highlight, however, was the opportunity to customise our own NIVEA Creme tins – a cherished memento that will forever hold a special place in my heart.
What an Experience
Though this was NIVEA’s inaugural influencer and media overseas trip for South Africa, the experience was impeccably orchestrated, filled with unforgettable moments. From flawlessly coordinating the travel logistics for a group of 13 individuals to seamless preparations, every detail was meticulously planned. The city of Hamburg exuded charm and sophistication, and it has set a benchmark in digital innovation that left me in awe. Its quaint eateries and lively drinking spots offered a taste of the finest German beer, adding to the city’s allure.
What truly resonated with me was the bonding experience with the NIVEA Glow Getters, and creating lasting memories as we navigated bustling Frankfurt airport in a thrilling race to catch our connecting flight to Joburg.
Zola Ngwenya, the Senior Brand Manager for NIVEA LUMINOUS630, shares her thoughts on the experience.
NM: The LUMINOUS630 range, a 10-year masterpiece, was crafted through groundbreaking research. Please share some of the secrets behind its formula development.
ZN: As a brand, NIVEA prides itself on superior technology for skin; this includes providing a solution for women needing dark mark reduction. Global research has proven that th LUMINOUS630 range is powered by the world’s most effective anti-dark marks ingredient. Though NIVEA is a global brand, creating universal products, from a local standpoint it was of the utmost importance that South African women’s skins would be supported through the innovation of NIVEA research.
Before launching their campaign, NIVEA conducted thorough product testing on South African women to ensure efficacy, confirm compatibility, and certify that the results were just as impressive as those seen elsewhere in the world.
*Tested vs most commonly used anti-dark mark ingredients in mass retail market (excl. products sold exclusively in pharmacies)
NM: The Glow Getters, comprising influential SA figures, radiate uniqueness. Can you share what sets this group apart and made them the right choice for this trip?
ZN: Our Glow Getters are all incredible women in their own right. A diverse group, they have worked hard to build their own brands and communities within South African female society. While appealing to different audiences, there’s much commonality between the women in our squad, similar to NIVEA; we are all about giving women solutions to their skincare needs.
Our healthy, innovative skincare means it was a natural move for us to partner with these women, who have built such inspiring communities. It also speaks to the diversity of the country we live in and the women we serve. NIVEA is committed to reaching as many women as possible, from a skin tone, age and lifestyle perspective. Therefore, teaming with our Glow Getters means an authentic voice, delving into real skin concerns and showcasing personal journeys.
NM: Hamburg was an unforgettable trip. Please tell us a little about its purpose, and the highlights that made it truly exceptional.
ZN: We wanted South African key opinion leaders and beauty media to experience NIVEA LUMINOUS630 at first hand. It was important to us that they get a deep dive into our master brand, including NIVEA’s history and why it’s referred to as the No.1 skincare brand. This needs to be seen to be believed.
The trip allowed our guests to really immerse themselves in the research that goes into our products. Also, our commitment to delivering diverse beauty isn’t just talk; lived experience of the science labs means a critical understanding of what is being created so that skincare is inclusive, especially for a market like South Africa.