Rethink Soft

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 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 to understand the perception of soft today and help change its trajectory for tomorrow.

Soft Stories

Soft is Peaceful

The “free hugs guy” is challenging the idea that softness is weak by bringing peace to some of the most tense situations.

ICU Grandpa

By dedicating his retirement to cuddling sick babies, this grandpa is showing others how powerful choosing soft can be.

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.


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.


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 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. Nivea USA 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’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.


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


Half of people define the word soft as
being weak.


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