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    Skincare you can now hear.

    Nivea (Beiersdorf) becomes the first global skincare brand with NaviLens on pack. UK launch during the festive season of December 2023.

    Nivea Sun Protect & Moisture SPF 50+ tube with NaviLens code.
    1st
    Global skincare brand with NaviLens on pack
    Dec 2023
    UK launch · festive campaign
    ~2 M
    People with sight loss in the UK
    ≤3 m
    Code detection distance

    Nivea · Beiersdorf × NaviLens

    Nivea is the flagship brand of Beiersdorf and the world's No.1 skincare brand, sold in 200+ countries. The Nivea Sun range covers sun protection for the whole family, where correct labelling is critical for safety.

    In December 2023, Beiersdorf announced its partnership with NaviLens, launching the first cosmetics products with accessible on-pack labelling in the UK, starting with a selection that includes Nivea Sun Protect & Moisture SPF 50+.

    • 01

      Tiny type on tubes

      Skincare packs cram SPF, directions and warnings on small, curved surfaces that are unreadable for low-vision shoppers.

    • 02

      Sun protection risk

      Picking the wrong SPF can lead to sunburn. For blind shoppers, telling SPF 30 from SPF 50+ unaided was practically impossible.

    • 03

      Accessible festive shopping

      RNIB documents that most blind people need help in store. Beiersdorf chose the festive season — peak for beauty gifting — to put the issue in the spotlight.

    The NaviLens code is printed directly on the pack in a visible area that respects Nivea's design. NaviLens and NaviLens GO apps detect it from several metres without aiming, reading out product, SPF, ingredients, directions and warnings.

    The pilot launched in the UK in December 2023 with a curated selection of Nivea and Nivea Sun products, with stated intent to extend the rollout to more Beiersdorf SKUs after validation.

    “Beauty and personal care should be for everyone. Making our packs accessible with NaviLens is a meaningful step to help blind and partially sighted shoppers choose with confidence.”
    Beiersdorf UK · Press release · Dec 2023
    Retail Times ↗
    1. Dec 2023

      Nivea × NaviLens announcement

      Beiersdorf announces the partnership and launches the first Nivea packs with NaviLens in the UK, during the festive campaign.

    2. Christmas 2023

      First accessible skincare

      Nivea becomes the first global skincare brand with NaviLens codes on pack.

    3. 2024 →

      Range expansion

      Progressive rollout across more Beiersdorf SKUs, including Nivea Sun for family sun protection.

    • ★
      First global skincare brand with NaviLens
    • UK
      Nationwide retail and pharmacy
    • +1
      New category added to NaviLens (cosmetics)
    • SPF
      Accessible safety information

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