Fighting Age with Tech and Shelf Ambassadors
A long term in store presence that turned education and trust into sustained anti age skincare adoption.
Context
The anti age skincare segment in Romania is both sizeable and fast growing, fueled by demographic shifts, better informed consumers, and premiumisation. With the ANTI AGE Cellular range, Nivea entered a highly competitive space where a strong local brand owned awareness and trust, while premium, dermatologist endorsed brands were steadily gaining relevance. The challenge was to drive consideration and trial without relying on price or short term promotions.
Connection Point
Anti age skincare is not an impulse category. Results are not immediate, and shoppers tend to stay loyal until they are confident a product works for them. We understood that adoption would come through repeated exposure and conversation. Being consistently present at shelf was essential to build trust, enable testing, answer questions, and accompany shoppers through the gradual journey from curiosity to purchase.
Solution
We designed and executed a 12 month brand ambassador program with weekly in store presence across 27 selected hypermarkets. Trained ambassadors acted as product experts, initiating conversations, performing on the spot skin test with specialised digital equipment, guiding trial, and collecting shopper feedback. Over the program, we engaged more than 380,000 shoppers, directly supporting adoption and contributing to sales of over 240,000 products for the ANTI AGE Cellular range.
Work
We make sure brands meet shoppers at their best, through smart execution and insight from thousands of in-store moments. See how we do it in our retail operations projects.
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