Rethink Soft

NIVEA
Rethink Soft

 

The word “Soft” is often associated with being weak, but often times soft can be powerful. That’s why Nivea, known for soft skin, has launched Rethink Soft--a campaign that celebrates examples of soft as powerful and asks us all to reconsider the perception of soft...by choosing soft.

 

For 100+ years NIVEA has perfected the art of giving us all soft, beautifully nourished skin. Our skincare products have been trusted around the world for generations. NIVEA is on a mission to challenge this negative perception of “being too soft” because soft, both emotional and physical, is what unites us all.

 

We've partnered with Kindness.org to understand the perception of soft today and help change its trajectory for tomorrow.

Soft is choosing empathy over victory

When Chandler Self fell in the final stretch of the Dallas Marathon, high school relay runner Ariana Luterman chose to lend a hand.

SOFT UNITES US ALL

Chelsea Oglevie and Leah Pemberton chose to help Kara Oberer around the bases when her knee locked after scoring a three-run home run... against them.

SOFT CHALLENGES WHAT'S POSSIBLE

On Hugo Rohling’s wedding day, his family chose to step in so he could dance with his bride on his own two feet.

Kindness in the Classroom

A recent Kindness.org survey, commissioned by NIVEA, found only 51% of people agree that being soft is a strength. NBC’s Savannah Sellers speaks to students at Ransom Everglades School in Miami to hear their take on softness.


Kindness.org

Kindness.org Nivea USA
 

Kindness.org is a research-led nonprofit dedicated to educating and inspiring people to choose kindness. Through their research hub, Kindlab, they investigate the costs and benefits of kindness, and the role it can play in solving modern problems.

NIVEA has partnered with Kindness.org’s research arm to better understand the perception of soft today and develop a school-based program meant to bring awareness and education about choosing soft to kids. Every time you purchase* a NIVEA product, we’ll donate $1 to Kindness.org.

*Beiersdorf, Inc. will donate $1 to kindness.org for each NIVEA product purchased from September 1, 2019 to December 31, 2019, up to $200,000. Please click HERE for more details. No part of your purchase is tax deductible.


29%

Most people say it’s negative for a person to be referred to as being soft.

29%

Half of people define the word soft as
being weak.

29%

More than half of people believe we need more softness in the world today.


*This promotion is sponsored by Beiersdorf, Inc. (“BDF”) 45 Danbury Road, Wilton, CT 06897. The proceeds from the promotion will benefit Kindness.org, Inc. (“Company”), WeWork 81 Prospect Street, Brooklyn, New York, 11201. BDF will pay to Company for its general charitable purposes the following amounts: $1.00 for each NIVEA® product purchased, for a total of $200,000 on products purchased from September 1, 2019 through December 31, 2019. No part of your payment is tax deductible.

Company’s promise is dedicated to educating and inspiring people to choose kindness. Company is an organization described in Internal Revenue Code Section 501(c) (3).  A copy of its most recent annual report is available by contacting the organization at the above address. For more information, visit Kindness.org.

Registration by Company or BDF with any state regulatory agency does not imply endorsement.