The Brief
NIVEA partnered with Matriarch to launch the Derma Control range through a premium, influencer-led product launch event.
The objective was to shift perception, repositioning underarm care as skincare and introducing a new category narrative grounded in dermatological science.
The Approach
Matriarch developed a retreat-inspired brand experience designed to shift perception through immersive engagement, hands-on education and high-impact content creation.
The focus was on delivering a modern, experience-led launch that moved beyond traditional product displays.
The experience was built around immersive, participatory moments that encouraged both engagement and content creation, supported by interactive panel discussions with leading experts that grounded the narrative in credibility and reinforced NIVEA’s authority in skincare.
From confidence-led content capture and immersive infinity installations to smoothie bikes, each touchpoint linked directly to product benefits while doubling as a visually striking, shareable moment.
Every element worked together to translate science into something engaging, memorable and social-first.
The Result
The experience successfully shifted perception, positioning underarm care within a skincare context.
Guests engaged directly with the product, gaining a clear understanding of its benefits while forming a stronger connection to the brand.
Interactive, content-rich moments translated into strong organic social amplification and meaningful engagement across the event.
The Impact
This was more than a launch – it was a category shift.
By combining science-led storytelling with immersive experiential marketing, NIVEA introduced a new skincare conversation and delivered a premium, influencer-led brand moment that resonated far beyond the event itself.
