With 444 videos, NIVEA India beats China's previous record in groundbreaking digital challenge Mumbai, Maharashtra, India – Business Wire India NIVEA, India’s No. 1 trusted skincare brand*, has made history with it’s NIVEA Soft moisturiser by setting a new GUINNESS WORLD RECORDS for the Largest online video chain of people passing and applying moisturiser on 18th December 2024. With 444 videos, this remarkable achievement surpasses the previous record of 259 set by the previous record holders on September 27, 2023. The milestone highlights NIVEA India’s deep connection with its loyal community, making this a significant leap in both participation and global recognition.

The record-breaking feat is a highlight of NIVEA’s beloved annual property - the Soft Fresh Batch 2024. This year, the initiative soared to new heights, drawing massive participation resulting in a remarkable 30% increase from last year’s entries. Participants showcased their creativity by performing Taapsee Pannu’s trendy hook step from the NIVEA Soft anthem, released earlier this year. By celebrating young talent in beauty, fashion and entertainment, the campaign provided an engaging platform for individuals to shine, seamlessly tying into the grandeur of its world-record achievement.

To amplify its reach and engagement, the brand partnered with over 80 top influencers on MOJ, inspiring participation on a massive scale. The response was extraordinary, with Maharashtra, Uttar Pradesh, Karnataka, and Haryana leading as the top-performing states in entries and views. The initiative also harnessed technology, engaging MOJ users through its interactive lens. Adding to the excitement, the NIVEA Soft Fresh Batch 2024 anthem became a sensation, with users creatively integrating the catchy tune into their content. This widespread enthusiasm solidified the campaign’s impact across digital platforms.

This year, NIVEA Soft Fresh Batch raised the bar with even more enticing rewards. Ten lucky winners will enjoy an all-expenses-paid international trip, along with exciting perks such as featuring in NIVEA’s digital ads, access to a vocational course of their choice, and a year-long subscription to NIVEA’s full product range. To heighten the excitement, the campaign brought together three of India’s most celebrated creators – Kusha Kapila, Ruhee Dosani, and Dharna Durga – for a special collaboration. Their engaging video sparked widespread buzz, encouraging participation, and propelling this year’s campaign to unprecedented success. (Link to the videos embedded here - Kusha Kapila, Ruhee Dosani, and Dharna Durga) Commenting on the achievement, Shweta Dalal, Marketing Director, NIVEA India, said: “We are thrilled to have achieved this GUINNESS WORLD RECORDS title - an accomplishment that truly resonates with our vision at NIVEA. At the heart of everything we do is a commitment to innovation, creativity, and pushing boundaries, and this milestone is a testament to that spirit. Our beloved annual property, NIVEA Soft Fresh Batch, has grown immensely, becoming bigger, bolder, and more impactful each year. This achievement not only celebrates the passion and talent of our community but also reinforces our dedication to creating meaningful and engaging experiences for our audiences.” NIVEA India’s record-breaking milestone is not just a celebration of its iconic product - Soft but also a testament to the growing legacy of its annual program. This achievement highlights the brand’s dedication to fostering creativity, innovation and excellence while building authentic connections with India’s youth. As Soft Fresh Batch continues to grow bigger and better each year, it remains an open platform, inviting everyone to participate and showcase their talent, making it a true celebration of individuality and self-expression.

*Accredited by TRA Brand Trust Report 2024 About Beiersdorf AG Beiersdorf has stood for innovative, high-quality skin care products as well as pioneering skin research for 140 years. Leading international brands such as NIVEA, the world’s no. 1 skin care brand*, Eucerin (dermocosmetics), La Pairie (selective cosmetics), and Hansaplast/Elastoplast (plasters and wound care) are cherished by millions of people around the world day after day. Renowned brands such as Aquaphor, Coppertone, Chantecaille, Labello, 8x4, atrix, Hidrofugal, Maestro, and Florena round off our extensive portfolio in the Consumer Business Segment. Through the wholly owned affiliate tesa SE, Beiersdorf is also a globally leading manufacturer of technical adhesive tapes and provides self-adhesive solutions to industry, craft businesses, and consumers.

The Hamburg-based company generated sales of €7,627 million as well as an operating result (EBIT) of €933 million in fiscal year 2021. Beiersdorf has more than 20,000 employees worldwide, who are connected by shared core values, a strong corporate culture and the Beiersdorf purpose Care Beyond Skin. With its C.A.R.E.+ business strategy, the company pursues a multi-year investment program focusing on competitive, sustainable growth. The program is consistent with the ambitious sustainability agenda, with which Beiersdorf is generating clear added value for consumers, society, and the environment.

* Source: Euromonitor International Limited; NIVEA by umbrella brand name in the categories Body Care, Face Care, and Hand Care; in retail value terms, 2020.

Additional information can be found at www.beiersdorf.com.

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