STAMFORD, Conn.– NIVEA, a Beiersdorf brand, is kicking off a new era with #SkinLikeVelour, a social-first campaign that highlights its iconic Essentially Enriched Body Lotion with a new and improved formula.
To celebrate the relaunch, NIVEA has partnered with Y2K brand Juicy Couture, known for its velour tracksuits, on a limited-edition collaboration launching today. Just as the rich, smooth texture of velour invites touch, so does skin nourished by NIVEA Essentially Enriched Body Lotion, which transforms dry skin with a new formula containing Hyaluronic Acid and 20% oils, that provides 72-hours of moisture for a noticeably smoother and more moisturized feel.
To bring the campaign to life, NIVEA is partnering with social stars such as Gabby Windey, Delaney Rowe, and Leilani Green to spark sensorial storytelling and #SkinLikeVelour conversation on social media. The collaboration with Juicy Couture offers a nostalgic moment for fans, featuring a limited run of NIVEA blue velour tracksuits and accessories bedazzled with rhinestone gems, including a beauty bag and the new NIVEA Essentially Enriched Body Lotion adorned with a bespoke charm.
"This new era for NIVEA is all about connecting with our consumers in fresh and exciting ways," says Erynn Keefe, vice president, NIVEA. "With the relaunch of our Essentially Enriched Body Lotion, we wanted to highlight its new formula with the #SkinLikeVelour campaign to truly show how it makes skin feel—soft, even, and incredibly touchable, just like velour. Teaming up with Juicy Couture felt like the perfect way to bring that feeling to life and give our fans a little piece of nostalgia."
"At Juicy Couture, we are constantly finding new ways to honor the brand's heritage while keeping it relevant for today's consumer," says Christina Martin-Pieper, EVP, Brand – Lifestyle at Authentic Brands Group, owner of Juicy Couture. "This collaboration is a testament to Juicy's ability to bridge nostalgia with modern culture, reminding our community why the brand continues to be a global lifestyle leader."
This coveted special collection will be available exclusively through a consumer sweepstakes. The first 800 entries will receive the accessories, while 200 lucky winners will be awarded the tracksuit. Visit SkinLikeVelour.com to learn more about the campaign and enter to win. Share your #SkinLikeVelour moment by tagging @NIVEAUSA on Instagram and TikTok for a chance to get featured.
