NIVEA’s Use of TikTok and UGC to Reinvent Itself for a Skincare-Savvy Audience

When you think of NIVEA, you probably picture a blue tin, a familiar scent, and a no-fuss moisturiser you’ve seen on drugstore shelves for years.

But in recent times, it set out to reinvent itself for a new kind of skincare audience: one that’s ingredient-savvy, science-focused, and not afraid to question legacy brands. Because today’s beauty consumers (Gen Zs and millennials) are researching, comparing, and asking hard questions about what works and who they can trust.

NIVEA’s answer? Reposition itself as a skincare-first brand with real scientific credibility. And instead of relying on polished ads or nostalgia, they turned to UGC, creator communities, and a social-first strategy.

As a UGC agency that specialises in UGC and influencer-led campaigns, we at House of Marketers lead content strategy for major brands like NIVEA on a daily basis.

So if you’re planning a rebrand or trying to reposition, NIVEA’s story offers a masterclass in doing it without losing your core audience.

To understand how this repositioning unfolded, it helps to start with a little background on NIVEA itself and then look at how the brand translated that legacy into something culturally current.

NIVEA’s Pivot: From Legacy Moisturiser to Modern Skincare Brand

Nivea’s always had mass appeal. Founded in 1911, their original cream was a breakthrough: one of the first stable oil-and-water emulsions in cosmetics.  That was the foundation of modern skincare as we know it.

Through the ’80s and ’90s, NIVEA expanded into body care. Think lotions, deodorants, and washes.

But the beauty world today has moved on from simple moisturisers.

The consumer is now:

• More educated about chemical ingredients and skincare formulations (thanks to The Ordinary Skincare for this)
• Skeptical of generic claims
• Looking for products with research-backed results

A Mintel report showed that 52% of skincare consumers show an increased interest in researching ingredients to better understand product effectiveness. Moreover, 71% of Spanish adults agree that beauty brands should provide more scientific evidence to validate the claims they make.

So when we say that Nivea’s traditional messaging (soft, simple, and safe) wasn’t enough anymore, we’re speaking from both the data and experience. Consumers now expect transparency, not just in what’s inside the product, but how it’s made and why it works. The “because it’s NIVEA” answer doesn’t hold as much weight anymore. Brands have to show their work.

As marketers, we know consumer trust doesn’t come from heritage alone. It comes from relevance, proof, and shared voice.

The Product Launch That Sparked the Rebrand: Enter Luminous 630

At the heart of this repositioning was a powerful new product: the Luminous 630, a dark-spot corrector with a patented active ingredient called Thiamidol. It was backed by over a decade of research. Scientifically sound. Clinically tested. Already selling.

But the brand knew it needed more than claims to build cultural momentum. They needed something memorable to gain traction.

And if you’re a brand owner or strategist reading this, here’s what we want you to remember: It’s not just about launching a product anymore. It’s about contextualising it. It’s about building emotional hooks around its use, and turning users into messengers.

This kind of contextualisation only happens when your campaign speaks the language of the platform it lives on. It’s not just about what your product does; it’s about what using it says about you. NIVEA understood that nuance and leaned into it.

Source: instagram.com

How UGC & TikTok Creators Turned Product Messaging into a Movement

Hence, to turn Luminous 630 into a conversation, not just a product, Nivea  launched a social media campaign on TikTok that aimed to:

• Open up space for real people with real skin concerns
• Use humor and relatability instead of polished perfection
• Tap into TikTok’s creator-first, audience-driven culture

To do that, NIVEA didn’t go the traditional ad route. They went creator-first, knowing that TikTok’s trust runs through communities, not commercials

They partnered with Burrita Burrona and Turbulence Drag

@laburritaburrona Dile adiós a las manchas con el #MantraLuminous630 ♬ sonido original – Burrita Burrona

Both are bold, funny, and fiercely expressive. Their content doesn’t look like ads; it looks like community theatre meets skincare. And that’s exactly what made it work.

These creators introduced Luminous 630 through a ritual: a “mantra” moment that felt both satirical and sincere. The anti-spot routine became a joke you could join, one where using the product was part of the punchline.

That approach tapped into existing TikTok communities around:

#manifesting, #mantra, #skincarewithme

These mantras are built around consistency, vulnerability, and self-improvement. They thrive on routines. By inserting Luminous 630 into a shared skincare ritual, NIVEA didn’t just advertise a product; they gave it emotional currency within the platform’s subcultures.

As marketers, we often talk about “meeting your audience where they are.” NIVEA didn’t just meet them, they invited them to remix the message. They gave users the template and trusted the culture to do the rest.  

If you’re working on a product that lends itself to motion, mantras, or moments, you already have raw material for UGC.

During the campaign’s run, over 500 users created duets and videos showing themselves applying the product while repeating the mantra. No monetary incentive. Just creative energy, visibility, and the desire to be part of something.

Source: TikTok

That user energy made Nivea’s TikTok campaign generate over 1.3 million interactions. It drove a +5.2% lift in ad recall, a +6.3% increase in brand awareness, and a +4.2% rise in brand association, with more users directly connecting NIVEA Luminous 630 to spot correction.

We’ve seen this kind of viral participation happen before. When brands embrace playful, collaborative formats, they get more than impressions. Just like Starface, who turned a simple pimple patch into a fun, self-expressive accessory. Or Little MochiMoon, who sparked a nationwide FOMO (fear-of-missing-out) frenzy when UK TikTok went on a hunt to find the last Mochi. The consumer walks away with a memory, and the brand walks away with emotional buy-in.

That’s because user participation builds connections. If you’re a brand trying to reposition, it’s not enough to be visible; you have to feel co-owned by your community.

At House of Marketers, we’ve studied how viral campaigns thrive not because they’re polished, but because they’re participatory. When creators riff on your product, when users remix your content, your brand becomes an ecosystem, not just a broadcast.

How Offline Creator Events Built Trust in Nivea’s Products

Now let’s zoom out. 

Because Nivea didn’t just rely on social media, they backed the campaign with real-world experiences that built scientific credibility offline and amplified it online.

Hence why they hosted multiple real-life creator events designed to show how their science works.

At the Global NIVEA Influencer Event, over 45 creators from 14 countries were invited to experience the brand’s R&D process. They toured labs. Met scientists. Got the backstory on Thiamidol, the hero ingredient in Luminous 630.

Source: Instagram

We’ve seen this kind of content perform extremely well, especially when creators are brought in early and feel like true collaborators. It’s not just content. It’s advocacy.

An earlier campaign, #LiftOffWithLuminous, did the same, taking creators to NIVEA’s Hamburg labs. The goal was to show how the brand formulates for diverse skin tones and specific markets, including South Africa, where inclusive skincare is critical.

For those of us working in brand strategy, here’s the bigger lesson: giving creators access builds better content. And better content builds trust.

But trust only goes so far, especially if there’s nothing substantial behind it.

That’s why NIVEA anchored this entire repositioning around something real: a patented active ingredient called Thiamidol. It is not just scientifically effective, it is also uniquely tied to NIVEA itself, giving the brand a tangible point of difference

How NIVEA Turned Thiamidol into a TikTok Hero

Many skincare brands list their hero ingredients in small font on the back of a box. NIVEA did the opposite.

They turned Thiamidol into a content star.

On Instagram, they’re creating explainer content, stop-motion clips, creator challenges, and scientist-led videos, all centered on the ingredient.

Source: Instagram

Even their landing page copy now sounds like it’s written for skincare junkies. 

The brand’s tone has evolved: more confident, more research-backed, more “we know our stuff.”

Source: Nivea

This is what we, as marketers, mean when we say: “Make the science scrollable.” The ingredient isn’t buried in fine print. It’s animated, memed, and personified.

But ingredient storytelling only lands when the visual language backs it up.

Nivea’s campaign visuals reinforce the message: sterile lab settings, white coats, blue-and-white palettes.

It’s intentional trust signaling. The visuals now say, “we’re not just moisturising, we’re formulating.”

Even UGC reflects this shift. You’ll see creators holding up the product in labs and testing environments. Without shouting it, the brand is nudging viewers toward a more professional perception.

At House of Marketers, we always advise: Design is part of strategy. The scroll happens fast, and users judge faster. The look and feel of your content must signal what you stand for, even before someone reads the caption.

What Brands Can Learn From NIVEA’s Smart Repositioning

NIVEA didn’t do a loud rebrand. They did a strategic repositioning.

They didn’t ditch their legacy. They evolved it by using the voices of creators, the rituals of users, and the tools of modern digital storytelling.

This is a blueprint for brand storytelling that respects its audience and understands its platforms.

Whether you’re planning a product launch, a rebrand, or a UGC-driven campaign, there’s a lot to take from this case study. And if you’re wondering how to bring something like this to life for your brand, let House of Marketers help you!

Read More House of Marketers’ Brand Social Media Case Studies

How TirTir Used TikTok to Achieve Viral Success: K-Beauty Case Study

How TikTok is Helping Korean Cosmetics Brands Dominate Social Media

How ‘The Ordinary’ Uses Simple Social Influencer Strategy for Extraordinary Results

Nike’s Influencer Marketing Social Media Strategy Explained

House of Marketers Insight: Why This Strategy Worked (and How We Help Brands Do the Same)

We work with brands every day that are trying to evolve their image, without losing their audience. What NIVEA proves is that repositioning doesn’t have to mean starting over. When you embed your pivot inside creator communities and real user stories, the shift feels earned. The key is to balance product credibility with cultural fluency.

 It’s not enough to have the best formula. People need to see it in motion, in someone’s hands, in their language. That’s where creator-led UGC wins, and that’s where we help brands shine.

Ready to Use UGC Like NIVEA? Let’s Talk Strategy

NIVEA’s transformation came from a willingness to listen, to experiment, and to show up differently on platforms where legacy alone means nothing. The result? A campaign that didn’t feel like a rebrand, it felt like a glow-up.

Looking to utilise UGC for your Marketing?

Collaborate with House of Marketers! Our expertise in UGC marketing strategies can help you transform your brand’s narrative, fostering genuine connections and driving consumer engagement.

By partnering with us, you gain access to a team dedicated to curating and leveraging authentic content that resonates with your audience.

Contact us to know more about how we can collaborate with you for your custom social media strategy.