Eureka

Skin care to shift the paradigm

Eureka is a proposed skin care campaign for Nivea. Created as a line of skin care that is made of all natural and local ingredients based on a promotional tour through California, the Eureka project analyzed current trends in sustainable skin care, sustainable and recyclable packaging, industry standards in waste water, energy use, and toxic ingredients. Through research involving a hand made lotion and willing test subjects, the team determined the best skin cream recipe for sun damage, sun protection, and dry skin. The Eureka line for Nivea proposes partnerships with sustainable producers of natural ingredients, promoting Nivea's existing social projects, and help Nivea meet their sustainability goals for 2020.

Team

Rachel Segrest, Pranav Ranawat, & Apeksha Patel

Packaging

Through our research, the team discovered an opportunity to improve Nivea's relationship with water, through production, and the consumer’s relationship with water, through disposal. The top of the container is designed to look like water ripples which act as the negative of the bottom, allowing the tubs to stack in transportation and storage. 

The tub is made out of recycled ocean plastic with the help of a proposed partnership with Envision Plastic, the company that worked with Method in 2012 to create the first ocean plastic liquid soap bottle. By using ocean plastic, we are helping to clean the ocean of harmful debris that is doing irreversible damage to aquatic life. 

The water ripples are also a way to keep water in the forefront of the consumer’s mind. Because lotion is part of a daily or weekly routine, the consumer will be reminded of water and ocean health on a regular basis. This will hopefully help them make further decisions about the packaging other things they buy is made of, remind them to stay healthy by drinking more water, and consider the amount of water they’re using in their daily lives. 

We’ve introduced a take back program in order to further reduct the waste leading to the ocean. When the consumer is finished with the tub, they can return it for a discount on their next purchase of eureka.

Logo

In order to further connect Eureka to water health, we created a logo showcasing a fish along with a new color scheme. Because NIVEA’S circular logo and typeface are recognizable, and we didn’t want to lose that customer loyalty. We used circles to create the silhouette of a fish, a circular typeface, and NIVEA, in its original typeface. 

We named the product Eureka. Eureka means “I found it” in Greek. It encompasses our idea of finding trash in the ocean to create the tub, finding local ingredients for the cream, and we want people to feel like they’ve found the perfect lotion that is natural and locally sourced. 

Our marketing road trip launches in Eureka, California and Eureka is the state motto. This connection to the state will create a stronger bond with our target customers in California, helping the pilot line gain popularity. 

Ingredients

Nivea can take advantage of local small scale farmers, who are focused, on producing with environmental consciousness. 

California leads the nation in production of a lot of produce, nuts, and herbs. We found some small scale farmers producing ingredients we can use in Eureka. Family farms like Glashoff’s have been around since the early 1900s. They have been passed down through generations and are cherished by the families. All of these producers are vendors at the farmers’ markets we have chosen so Eureka users will already be familiar with their products. With the help of Nivea’s Research and Development team, the lotion can use these ingredients, have a “normal” look and feel, and benefit the local economy. 

We found that many oils have a natural SPF. One in particular, Raspberry Seed Oil, can range from SPF 25 to 50. By adding this ingredient to the lotion, we can help protect Californians’ skin during the nearly 300 days of sun every year. 

The Truck

We wanted to create a more memorable experience for the "early adopters" we identified as the target audience. To launch the product our team decided to first aim for farmers markets and beaches along the California coast. Our research indicated that millennials would be the ideal target market for the Eureka cream to cater to, so we chose destinations heavily trafficked by millennials. Additionally, we wanted the launch to be big and memorable - something users would remember. Towing a mobile retail store to farmers’ markets would do just that. 

The trailer would park at farmers’ markets, beaches, college campuses along the coast of California. Once open, the trailer becomes an inviting space with a plant wall, natural light, and the opportunity for users to enter, test the lotion, and learn more about Eureka.

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