Horizon 2 — Exploring the next big service idea
Intimacy as a service for Nivea
Service concepts that help build an intimate one-to-one relationship with your skin.
Else worked in collaboration with the Nivea Face Cleansing team to develop service concepts that helped customers, existing and new, build a more intimate understanding of their skin. The concepts helped shift customers from one-time purchase and reactive skin care, toward holistic and longer-term skin health.
Designing 50 service ideas
Else developed six audience personas for Beiersdorf’s iconic brand. Each persona looked to define a shift in that audience and concepts were then developed to support or encourage that shift.
A service model and strategy was created to support a move towards intimate skin care. 50 ideas were developed that could help encourage more regular interactions amongst Nivea’s existing audiences, whilst bringing in new audiences with new reasons to engage.
The move toward total skin health resulted in services that supported the Nivea product range through personalisation, expert advice, circular and sustainability ideas, and delivering the diagnostic and science aspect of skin health in new interactive ways.
Personalised skin health
With the shift defined for each of the 6 personas, journeys were then developed to map ideas against their own personalised journey. These ideas were then prioritised and vetted — how feasible, desirable and valuable are they for customers and Nivea to deliver?
We ended the project with 15 priority ideas that were then ready to pilot as new initiatives.
Else makes it possible to imagine your way out of the situation you’re in.
Former CXO at Nivea
Behaviour shift at any age
For Gen Z ‘Grace’, battling acne for the first time, a cleansing app delivers ongoing educational support to manage her condition. It’s the centre of a virtuous circle Nivea creates with knowledge, habit nudges and rising personal expertise.
Or imagine a multigenerational household with diverse skincare interests – a Nivea subscription offers value, or a refill programme improves sustainable and consistent shopping. Both create a path to great skin for the family year-round.
A journey to total skin care
Nivea are on a mission to help the world enjoy healthy, naturally beautiful skin. Our role was to facilitate the development of product and service ideas that shift individual product needs into lifestyle choices, enabling people to have a more intimate relationship with their skin.
We created experience concepts that serve their current audiences and encourage them towards total skin health.
Change starts with a conversation