Nivea Pride Creme

(Photo : Nivea)

Beiersdorf's leading skincare brand Nivea has launched its "Proud In Your Skin" campaign in collaboration with LGBTQ+ organization PFLAG National.

The campaign, which extends beyond traditional skincare, aims to celebrate diversity, advocate for equity and inclusion, and foster meaningful connections through the power of care.

A key component of this initiative is the release of a limited-edition Pride Nivea Crème tin. The vibrant rainbow packaging symbolizes Nivea's commitment to inclusivity and creating a world where everyone feels safe and proud in their skin.

Available for purchase on Amazon and at select Walgreens stores nationwide, the tin represents a tangible expression of Nivea's dedication to promoting diversity and acceptance.

The campaign encompasses various elements, including social content featuring personal narratives from LGBTQ+ individuals and allies. Through these narratives, the campaign seeks to highlight diverse stories and foster a sense of community.

Additionally, influencer partnerships will be leveraged to amplify the message of inclusivity and the importance of social connectivity, particularly among LGBTQ+ individuals, their families, and allies.

Tracy Feehan, vice president of media communications at Nivea, emphasized the brand's commitment to driving impactful change through collective action.

"Together, through 'Proud In Your Skin,' we aim to build meaningful connections and reinforce that people are not alone so they can feel safe and proud in their skin," Feehan stated in a press release.

She further expressed the brand's aim to build meaningful connections and reinforce the message that individuals are not alone in their journey towards self-acceptance.

Brian K. Bond, CEO of PFLAG National, also shared his enthusiasm for the collaboration.

"'Proud In Your Skin' is one of the ways we're showing that love takes pride," Bond said. "Through this partnership, we aim to amplify voices and empower LGBTQ+ people and their loved ones to find community as they embrace their path towards authenticity, fostering positive social connections along the way."

Through this partnership, both organizations strive to empower LGBTQ+ individuals and their loved ones, fostering positive social connections and promoting authenticity.

In addition to the Pride tin, Nivea introduced sustainable packaging as part of its commitment to environmental responsibility.

The tin, made from 80% recycled aluminum, reflects Nivea's dedication to sustainability while celebrating LGBTQ+ Pride.

Consumers can engage with the campaign by sharing their stories using the hashtag #ProudInYourSkin and exploring the "I Am Proud" filter on Instagram.

Furthermore, the #NIVEASquad community will play an active role in promoting empowerment and support for LGBTQ+ individuals.