Beiersdorf-owned Nivea has launched a new campaign aimed at challenging negative associations with the word ‘soft’. Oft used as a synonym for ‘weak’, Nivea has teamed up with Kindness.org to help inspire American youth to embrace soft.  

For every Nivea product purchased from September 1 to December 31, 2019, the brand will donate US$1 to Kindness.org, capped at US$200,000.

“At the heart of the brand we believe that soft, both emotionally and physically, is what connects us all,” says Lindsey Brink, Vice President of Marketing, Nivea US. “That’s why we are so excited to launch Rethink Soft and showcase how soft is capable of such powerful things, how it leads by example, and can bring out the best in us all.”

“We were thrilled to learn about this campaign and have the opportunity to partner with Nivea,” says Jaclyn Lindsey, Co-Founder of Kindness.org. “Through this partnership, we’ll gain a better understanding of the perception of soft today and help change its trajectory for tomorrow through research and in-school programming that will help foster soft skills in our youth.”