Nivea Announces New Partnership with ITV’s Starstruck

The world’s No.1 skincare brand, NIVEA, has officially announced its sponsorship of ITV Saturday night flagship talent series, Starstruck, in a partnership brokered by DENTSU CREATIVE UK.

Starstruck sees semi-professional singers or tribute artists transform themselves into global singing icons. Hosted by singer-songwriter and TV presenter Olly Murs, judges for the second season include new judge, the country legend Shania Twain, recording artist and musical theatre leading lady, Beverley Knight, singer-songwriter and American Idol winner, Adam Lambert, and British comedian, Jason Manford.

The sponsorship idents, produced by DENTSU CREATIVE’S Gleam Studios, centre on the idea of ‘reverse transformation’, and feature three on-screen talents singing their hearts out in the privacy of their own bathrooms and bedrooms, using icons from the NIVEA Cleansing range to take off their make-up. Transforming into their make-up free looks, a dramatic lighting shift and Saturday night host’s voice transports the stars to a talent show setting, praising their make-up free moment. 

Each NIVEA product, including the Micellar Water for Sensitive Skin, Double Effect Waterproof Eye Make-Up Remover, Sensitive Cleansing Face Wipes and Refreshing Face Wash Gel will have its own “fifteen seconds of fame” as part of the programme’s idents, to show the efficacy and the importance of a cleansing routine for skin.

The idents will run for eight weeks on ITV on Saturday nights from February 18th and on STV, ITVX and STV Hub.

Andy Rawle, marketing director at NIVEA, said: “ITV’s Starstruck felt like the perfect place to showcase the effectiveness of our NIVEA Cleanse range where we see the ad’s stars transform themselves using our products to reveal their clear and cleansed skin.”

Danielle Murray, creation director at Dentsu Creative said: “This partnership made total sense for NIVEA as a brand and the fun reverse transformation idents idea really showcases the great range of products the world's number one skincare brand’s cleansing range has to offer. We can’t wait to see who the Starstuck contestants emulate on this series.”