NIVEA has launched its Luminous Even Glow range with a new campaign aimed at younger consumers who are increasingly looking beyond instant radiance towards skincare focused on long-term skin health and efficacy.
Fronted by Parul Gulati, Reem Shaikh and Niki Mehra, the campaign introduces NIVEA’s 3D Glow approach, which defines healthy-looking skin through three dimensions — luminosity, hydration and even tone. The proposition seeks to move the conversation around glow from a single beauty benefit to a more holistic skincare goal.
The Luminous Even Glow range is built around an ingredient-led regimen addressing concerns such as dullness, dark spots, open pores and dehydration. Its formulations combine NIVEA’s patented Thiamidol with Niacinamide and Aloe Vera, targeting pigmentation, skin texture, the appearance of pores and hydration.
Thiamidol is positioned to help regulate melanin production and address pigmentation, while Niacinamide supports the appearance of skin texture and pores. Aloe Vera adds hydration to the regimen.
The campaign film features Gulati, Shaikh and Mehra, presenting different perspectives on contemporary beauty shaped by individuality, confidence and authenticity. Instead of portraying glow as a universal beauty ideal, the campaign positions skincare as a more informed and intentional everyday practice.
Shweta Dalal, Marketing Director, NIVEA India, said the Luminous Even Glow range aims to redefine luminous skin through formulations powered by actives including vitamin C, Niacinamide and Thiamidol. She added that the campaign is designed to encourage younger consumers to adopt a more efficacy-led approach to skincare.
The launch builds on NIVEA’s growing focus on ingredient-led and science-backed face care, targeting an increasingly informed consumer base.
The campaign will run across television, digital and social platforms, taking the 3D Glow proposition to Gen Z audiences while emphasising consistency and efficacy as part of achieving healthy-looking skin.