EFFECTIVE ON EVERY LEVEL

With "Hyaluron Lip Moisture Plus", NIVEA introduces a new generation of lip care – innovative, effective and scientifically grounded through the powerful ingredient hyaluron. These aspects form the basis of our visual concept: a packaging design that combines high performance with a deliberate, modern look – as a clear distinction from the classic NIVEA range and, at the same time, an expression of exclusive premium quality.

The new range's visual language relies on reduced typography, clear blocks of colour and a structured layout – inspired by the aesthetics of premium skin care cosmetics. Instead of playful details, clarity and function dominate, conveying focus and effectiveness.

Effectiveness and high performance are also reflected in the colour palette: silver serves as a code for the added care benefit and clearly sets the premium line apart from the rest of the portfolio. An iridescent foil finish was also used, shifting with the light and creating subtle colour reflections – a fine detail that visually underlines the product's quality and modernity.

A stylised liquid bubble associatively conveys deep, long-lasting hydration. This design element runs through every touchpoint, connecting scientific credibility with emotional imagery.

For the first time, the packaging is entirely plastic-free and is implemented as an environmentally friendly paper solution.

Alongside the packaging design, supporting measures were also developed – both online and offline. These range from the point of sale to digital assets.