NIVEA · Beiersdorf · Packaging · Beauty / Anti-ageing

The morning anti-ageing routine — now audible for shoppers who can't see the jar — NIVEA Q10 + Cellular Expert Filler × NaviLens.

NIVEA was the world's first skincare brand to trial NaviLens, with 90% of its UK Christmas Gift Packs (December 2023, Boots and Superdrug). That partnership now extends to the daily routine — Q10 Firming and Cellular Expert Filler — so blind and partially sighted shoppers can hear from the shelf which jar they are picking, what it does and how to apply it, without asking for help.

NIVEA pack with Q10 Anti-Wrinkle + Firming SPF30 and Cellular Expert Filler with NaviLens code for blind shoppers.

#1: Skincare brand worldwide (Beiersdorf)
1st: Skincare brand to trial NaviLens (2023, UK)
90%: NIVEA UK Gift Packs with NaviLens code (Xmas 2023)
12×: Longer detection distance than a standard QR

NIVEA · Beiersdorf

NIVEA is the world's #1 skincare brand, owned by Beiersdorf. The corporate 'Care Beyond Skin' mission commits the company to consumers' overall wellbeing, including the accessibility of its products.

In December 2023, NIVEA became the world's first skincare brand to trial NaviLens, embedding accessible codes in 90% of its UK Christmas Gift Packs, available in Boots and Superdrug. The NIVEA Q10 + Cellular Expert Filler routine extends that same logic into everyday use, beyond the festive season.

01
An anti-ageing routine of near-identical SKUs
The Q10 / Cellular Expert Filler range lives next to Hyaluron Cellular Filler, Anti-Wrinkle, Firming, SPF30, day/night, eyes. Same blue-and-white architecture: for a partially sighted shopper it's nearly impossible to pick the right jar of their routine.
02
Hidden SPF, day/night and warnings
Q10 Firming SPF30, eye contour or the Cellular Expert Filler serum each carry different usage rules (order of application, photosensitivity, eye area). All of it sits in tiny type on the side and back of pack.
03
Autonomous supermarket and drugstore shopping
Blind shoppers buying NIVEA in Mercadona, Carrefour, El Corte Inglés, dm, Boots or Superdrug can't confirm brand, variant (Q10 vs. Cellular Expert vs. Hyaluron) or price without help — breaking autonomy and privacy in a category as personal as anti-ageing.

NIVEA prints the NaviLens code right on the front of the Q10 + Cellular Expert Filler routine, with no added production cost and without giving up the brand's iconic blue-and-white look. The free NaviLens and NaviLens GO apps detect it up to 12× further than a QR, at extreme angles and in any light — one sweep along the shelf and the pack 'speaks'.

Once scanned, the app reads aloud the brand (NIVEA), variant (Q10 Anti-Wrinkle + Firming SPF30, Cellular Expert Filler, etc.), SPF, usage (day/night, order of application), warnings and the product's location on shelf — in large clear text and audio, in up to 42 languages, at the reading speed each user sets.

“We have come to understand the challenges that visually impaired consumers may face when it comes to shopping. We hope that with the NaviLens technology and app, we can improve the shopping experience and allow people across the country to locate, understand and enjoy NIVEA products.”

Paul Price · General Manager, Northern Europe, Beiersdorf · Retail Times · December 2023
Retail Times ↗

Dec 2023
NIVEA × NaviLens — first skincare brand
NIVEA becomes the world's first skincare brand to trial NaviLens. 90% of NIVEA's UK Christmas Gift Packs carry the accessible code, available in Boots and Superdrug.
2024
Extension to the daily routine
Beiersdorf extends the festive learning to everyday use. Iconic products like Q10 Anti-Wrinkle + Firming SPF30 and Cellular Expert Filler add the NaviLens code on front of pack.
Today
Audible anti-ageing routine on shelf
A shopper with visual impairment can now confirm from a distance that they are picking their Q10 cream or Cellular Expert Filler serum, hear the SPF, day/night usage and warnings, without asking drugstore staff for help.