Nivea releases data on human touch, wellbeing, and pandemic isolation

By Deanna Utroske

- Last updated on GMT

© Getty Images \ (fizkes)
© Getty Images \ (fizkes)

Related tags Research Nivea Beiersdorf

The Beiersdorf body care brand has also launched a campaign called Care For Human Touch to educate consumers about the importance of touch.

“The shadow pandemic of loneliness is growing into a health crisis beyond our imaginations,” ​says Julia Geissen, Marketing Director for NIVEA at Beiersdorf Canada, in her recent remarks to the press.

The brand, she says, “has always been a brand dedicated to making people feel good in your skin, by caring for skin and for people.”

And Geissen explains that “NIVEA appreciates the overwhelmingly positive health effects of human touch and is focused on facilitating togetherness once it's safe and allowable to do so. Our wellbeing hinges on restoring tangible human contact.”

So much of personal care and selfcare require human touch

Nivea commissioned a study to learn more about people’s perceptions and practices surrounding human touch and found that 90% of respondents believe that touch is “key to leading a happy and fulfilled life.”

And 75% have “[realized] how important physical touch is for their health,” ​during the pandemic. As a result, the brand is awareness, education, and marketing campaigns to inform consumers about the benefits of touch.

The idea isn’t novel; many beauty brands have been founded on the importance of touch. The blended essential oils and aromatherapy brand Bija Essence​ is one such brand.

The Bija Essence landing page invites consumer to “Take the time to experience the wonders of touch.”​ While further site copy explains the Bija Essence philosophy further saying, “We believe in the Power of Touch. Imagine, we can convey Gratitude, Love, Compassion, Respect with just a simple Touch without uttering a word. Touch is truly fundamental to human communication, bonding, and health.”

NIVEA’s plans to spread the word about benefits of human touch

To gather data on touch, NIVEA partnered with independent research institute mindline. The institute ran 2 survey, each involving over 11,000 people around the world.

“86% of respondents say that being more informed about the benefits of human touch would compel them to prioritize it more than they currently do.”

To this end, NIVEA is launching the Care For Human Touch campaign to spread the word. (Read more on the campaign in this recent article by Rebecca Stewart​.)

NIVEA has committed to support ski-touch projects to benefit premature infants, visually impaired people, seniors living with dementia, and others. And intends to reach over 150,000 people with its message.

The brand has also set a goal to “make 100 million people aware of the proven health benefits of skin-touch by 2025,” ​according to press release about the survey data.  

And NIVEA Canada has teamed up with Roots of Empathy to train instructors in some 24 schools in that country how to help children build empathy skill. The body care brand is putting CAD$250,000 behind this initiative alone and €20m behind the full global project.

Related topics Business & Financial Skin Care

Related news

Show more

Related products

show more

Innovation Sensations: The New Roaring Twenties

Innovation Sensations: The New Roaring Twenties

Accupac | 01-Mar-2023 | Technical / White Paper

It may be difficult to envision a post-pandemic consumer market, but beauty care is poised to experience a surge of growth and innovation not seen in some...

Breaking Into Darker Skin Cosmetics

Breaking Into Darker Skin Cosmetics

Tagra Biotechnologies | 21-Feb-2023 | Product Brochure

DeeperCaps™ provide increased formula stability for cosmetic manufacturers. The innovative microencapsulation technology prevents pigment mixing and capsules...

Gentle skin exfoliation with Glucono-delta-Lactone

Gentle skin exfoliation with Glucono-delta-Lactone

Jungbunzlauer | 14-Nov-2022 | Clinical Study

Jungbunzlauer’s glucono-delta-lactone (GdL) is a polyhydroxy acid known as a mild, effective exfoliating agent. Its beneficial impact was proven in a four-week...

Related suppliers

Follow us


View more