Skin Compliments



For most men, skincare routines are not a priority. They think they are ineffective and not worth the effort. Skincare advertising is dominated by results and science-backed claims, two things men don’t pay attention to. We needed to find an innovative way to demonstrate the efficacy of NIVEA Men’s new anti-age serum to a very sceptical audience.

The only way we were going to achieve our goals was by doing something men would never expect.

94% of men have never received a skin compliment from another man.

Peer recognition is an important factor in strengthening male bonds and building self-esteem. They compliment each other on material things like clothing and cars, but they never talk about skin care with each other, let alone pay each other compliments about it.





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