The Singapore arm of the Beiersdorf-owned Nivea brand has launched an innovative campaign to promote its Micellar Water products, with the Nivea Micellar Art adverts using the make-up remover to create artistic designs on the skin.

Aimed at female make-up artists and promoted by influencers, online videos and in-store promotions, the campaign has two spots named ‘Magenta Masquerade’ and ‘Sapphire Visage’ and showcases celebrity make-up artist Jeffrey Linus Lee working on Nivea Ambassador Valnice Yek. Lee uses the Micellar Water products to create artistic designs on Yek’s face by removing large areas of color pigments.

Running from 1st September to 15th October, 2017, the concept was created in-house, assisted by the company’s media agency OMD, with the success of the videos measured by in-store sales for new variants and specific sales of the Micellar Water products.a