Ahead of National Pride Month, Beiersdorf brand Nivea has launched a limited edition tin as part of its "Proud In Your Skin" campaign. Scroll down to read more about the eco-friendly Pride package below.
Nivea recently redesigned its packaging—including its iconic tin—to meet its 2025 sustainability goals. And for several years now, beauty brands are striving to stay relevant to today's consumer by focusing on packaging that ‘sparks joy’ and rallies for a cause.
Nivea created its joyful rainbow tin as a part of its new campaign, in partnership with PFlag—an organization that supports, educates, and advocates for LGBTQ+ people and those who love them. The multifaceted campaign celebrates diversity, advocates for equity and inclusion, and aims to foster meaningful connections through the power of care, Nivea says.
The campaign will include compelling social content, influencer collaborations, and interactive engagement opportunities. By amplifying voices and sharing personal narratives, "Proud in Your Skin" hopes to spark conversations, foster understanding, and promote a sense of unity and belonging, Nivea says.
Tracy Feehan (she/her), Nivea's US Vice President of Media Communications, comments, "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."
Brian K. Bond (he/him), CEO of Pflag National, adds, "'Proud In Your Skin' is one of the ways we're showing that love takes pride. 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."
Nivea encourages its fans and followers to participate by sharing their stories using the hashtag #ProudInYourSkin as a social call-to-action.
Nivea also launched an "I Am Proud" filter on Instagram. Plus, the #NIVEASquad community will take to social media to promote empowerment and support for LGBTQ+ individuals and their loved ones.
Andrea Mondoni (he/him), General Manager, Beiersdorf North America, says, "I'm excited about the possibilities our partnership with Pflag National holds. I extend a warm invitation to all to join us on this inspiring journey.”
Nivea Creme's Pride Tin
Nivea's 'Pride Tin' holds Nivea Cream, and the package is eco-friendly. It is 80% recycled aluminum. The tin's limited edition rainbow decoration symbolizes the brand's dedication to inclusivity.
Consumers will find it on Amazon and at select Walgreens stores nationwide. Walgreens will feature in-store displays printed with a QR code so shoppers can quickly learn more about Nivea's partnership with PFlag.
