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As one of the world’s most recognisable skincare brands, NIVEA wanted to ensure its product innovation and communications continued to resonate in an increasingly crowded and competitive market. The brand was particularly focused on understanding how consumers perceived new skincare and personal care propositions, and which product benefits and claims most influenced purchase decisions.
Skopos designed a programme combining online quantitative surveys with in-depth qualitative research. Consumers across key markets were invited to evaluate new product concepts, pack designs, and communications. This mix of methodologies allowed us to capture both the rational and emotional drivers behind skincare choices, while benchmarking NIVEA’s performance against competitor offerings.
The research provided NIVEA with clear, evidence-based recommendations on which product propositions had the greatest consumer appeal and commercial potential. Insights also highlighted the most powerful messaging themes and formats to use in marketing activity. This enabled NIVEA to refine its innovation pipeline, optimise communications, and bring to market products that were more closely aligned with consumer needs and expectations.
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