NIVEA’s purpose is “The Touch That Transforms and Inspires Connections”, which represents the importance of human contact in promoting well-being and quality of life. Through affection and care transmitted from generation to generation, the brand invites people to reflect on the importance of affection in the relationship between mothers and children, especially on Mother’s Day.
NIVEA celebrates its purpose through a limited edition of the iconic NIVEA Creme, which includes four packages and messages full of care – “You are important”, “We are in this together”, “I love you” and “Always count on me”. Profits from sales will be donated in full to the Escola de Elisas project, an initiative by Instituto Das Pretas that promotes anti-racist education.
With the support of NIVEA, Das Pretas proposes the creation of a booklet on anti-racist education and a class on the subject, which will be made available to people who care for or are responsible for the education of black and non-black children. The brand and organization will hold two special events for employees and caregivers in São Paulo and Vitória, respectively.
