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Beiersdorf partners with Google Lens as Nivea Men smart package pilot



Beiersdorf has partnered with Google Lens to provide a series of digital experiences with 1,000 limited edition packs of Nivea Men Active Energy Wake-up Instant Effect Gel, including application tips, detailed product information, and interactive encounters with actor Edin Hasanovi. Designed. All of this was obtained by simply scanning the product package with the Google Lens mobile app.

A multi-faceted brand experience that can be customized at the point of sale

Martin Bhm, Chief Digital Officer of Beiersdorf, said:

Bhm said interactive Google Lens technology can provide a multi-faceted, customizable brand experience directly on the product and at point of sale.

Anke Schmidt, Vice President of Corporate Communications and Government Relations at Beiersdorf, agreed. This Google Lens technology seamlessly connects the offline and online worlds, giving you access to relevant information from anywhere, including shelf skin care consultants.

Talking to Cosmetics Design-Europe, Schmidt said Nivea Men is particularly well suited for this pilot project. Brands usually wanted to be more active with the younger generation, who are more digitally savvy.

In this pilot project, the developed lens experience is tested in the real market. From now on, we will learn, gather insights and evaluate its further potential cross-categories and cross-brands, she said.

This technology can revolutionize the shopping experience

Beiersdorf said he had chosen to pilot over 1,000 packaging technologies, and that this number allowed him to learn and improve quickly and effectively based on a sufficient amount of valuable feedback and insights. It was.

We are confident that this technology will revolutionize the shopping experience not only for German consumers, but globally, especially in advanced digital markets.

According to the Kantar Worldpanels 2020 Brand Footprint report, Nivea was purchased by 52.2% of European households earlier this year as the number one beauty and personal care brand in Europe. Penetration into this household was only matched by the beverage giant Coca-Cola.

Beiersdorf has recently focused on expanding into China with Nivea and other skin care brands, suggesting that the market will grow steadily and soundly over the next few years.

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