NIVEA has unveiled its new ‘Upar Upar Se’ campaign to promote its Super 10 Serum Lotion, highlighting the importance of moving beyond surface-level bodycare and embracing more effective skincare routines.
The campaign targets younger consumers who are becoming increasingly conscious of ingredient-led skincare and are seeking bodycare products that offer benefits similar to facial skincare. Using the familiar phrase ‘upar upar se’, the campaign challenges the perception that bodycare is limited to basic moisturising and instead positions it as an essential part of everyday skincare.
The Super 10 Serum Lotion is formulated with ingredients including niacinamide, vitamin C, pro-retinol and UV filters. According to the company, the lotion is designed to improve skin hydration while helping reduce dullness and dark spots, alongside providing sun protection.
Shweta Dalal, Marketing Director, NIVEA India, said consumers today are more informed about skincare and expect bodycare products to deliver visible results. She added that the campaign aims to shift perceptions around bodycare by making advanced skincare ingredients more accessible for everyday use.
Through the campaign, NIVEA is looking to strengthen its presence in the premium bodycare segment as demand grows for products that combine hydration with targeted skincare benefits.
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