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NIVEA MEN and Google Lens create a new brand experience

Short Description: 
NIVEA MEN “Active Energy Wake-Up Instant Effect Gel” now offers three unique, digitally retrievable experiences via a new type of product packaging. Scanning the product packaging with Google Lens activates application tips, extensive product information and an interactive encounter with actor and Grimme Prize winner Edin Hasanović, the shooting star of the young Netflix generation in Germany. These experiences were developed especially for the exclusive partnership with Google. This special edition of the face care product, limited to 1,000 pieces, combines Beiersdorf’s over 135 years of experience in skin care and the powerful technology of Google Lens.

“This innovation enables us to strengthen the connection to our consumers in a new and unique way,” explains Martin Böhm, Chief Digital Officer at Beiersdorf. “With the interactive Google Lens technology, we can offer a customizable, multi-faceted brand experience directly on the product and at the point of sale. We are convinced that this technology and the way we use it as a brand can revolutionize the shopping experience,” Böhm continued.

“One of the weaknesses of offline shopping is the lack of product information. Shoppers stand in the store and want to know: What is the story behind the ingredients? Which cream is right for my skin? Information they can now obtain by looking at a product,” explains Achim Rietze, Strategy Lead, Google ZOO. “We are excited to help NIVEA MEN turn their products into an interactive experience. The use of Google Lens opens up completely new possibilities for retailers – thanks to computer vision technology and AI.”

  • NIVEA MEN product packaging becomes scannable with the help of Google Lens technology
  • The “Lens-Experiences” of the limited edition offer product information and entertainment
  • Beiersdorf is thus pursuing an innovative path to further strengthen consumer connection