The growing question on everyone’s (upper) lips across Australia and New Zealand this week is, “Should I Shave it or Save it?”, with the launch of the Shave it or Save it campaign from leading men’s skin care brand Nivea For Men.
Skin irritations and redness from shaving affect as many as 40% of Australian men with several forced to either suffer in silence or grow a beard. But as this problem grows on faces across the nation, Nivea For Men ask, are beards the solution to sensitive skin?
The campaign encourages men to join football star David ‘Wolfman’ Williams and submit a photo of their facial hair for others to vote – should they Shave off the offending hair or Save the glorious mane? The stakes are high in this hot or not battle of the beards with entrants and voters competing for prizes including iPads, Nivea For Men product hampers, Men’s Health magazine subscriptions and ultimately, the very hairs on their chins.
The campaign by Orchard aims to increase overall brand sentiment and drive trial of the Nivea For Men Sensitive range.
Nivea Digital Marketing Manager Phoebe Adams says: “The site has been enhanced to cater to those that don’t have facial hair with the introduction of the Hair-O-Matic tool. This has meant we can now appeal to not only the consumer but also the shopper which in 50% of cases for the brand is female.”
Nivea For Men Brand Manager Sacha Maybery added: "The campaign worked extremely well in driving both engagement and sales last year and it made complete sense to evolve it again in 2012”
Creative Director : Nitin Mistry
Design Director : Dave Nickson
Account Manager : Edward Joyce
Managing Partner : Andrew Antoniou