Success Cases
NIVEA Switzerland Chatbot for myNIVEA Launch
NIVEA Switzerland promotes LUMINOUS630 in its chatbot, wins myNIVEA members and product testers, and collects marketing consents compliantly.
Goals: Introduce a complex innovation with precision
NIVEA is one of the world’s largest skin care brands, present in around 200 countries. Behind it stands Beiersdorf, with 9.85 billion euros in group revenue, 22,399 employees and 365 million euros in R&D spend in 2025.
LUMINOUS630 is a good example of why skin care needs advice. Its active ingredient Thiamidol is the result of more than 20 years of Beiersdorf research: over 50,000 molecules screened, more than 120 clinical studies with over 9,000 participants. In late 2025, a global consensus paper by ten leading dermatologists recommended Thiamidol unanimously as both first-line and maintenance therapy for hyperpigmentation.
A substance like that does not explain itself on a shelf label. Application frequency, realistic expectations about results, and the clear boundary to moles and unclear pigment spots, where the right next step is a dermatologist, all belong in the conversation. The Swiss market was to be developed in dialog, not through a reach campaign.
Results: Four goals in one chatbot
NIVEA Switzerland ran the launch on the LoyJoy platform and combined four goals in one dialog: build awareness for LUMINOUS630, win new members for the myNIVEA loyalty programme, register product testers, and collect marketing consents in a GDPR-compliant way.
The result is a closed loop. Everyone who registers becomes part of a qualified group that NIVEA can use for product tests and for marketing new launches, with documented consent as the basis. A campaign becomes a lasting audience.
The marketing team built the experience itself, without coding. For a country organisation that has to react quickly to launch dates set by headquarters, that is the decisive point: the launch date sets the start, not the availability of development resources.