NIVEA’S Luminous630 works. Everyone knows it. We just needed a reason to get people talking…again.
With Rosina Lam, Hong Kong TVB star and longtime ambassador, in town, we had the perfect excuse to shine a fresh spotlight on it.
This is how we did it.
The Brief
Reintroducing an existing product is always a delicate balance. Push too hard, and it feels repetitive. Do too little, and it gets overlooked.
With Rosina Lam in town, the brief was to create meaningful visibility for NIVEA Luminous630. Not by introducing something new, but by reminding consumers why this breakthrough anti-dark spot range continues to deliver visible results they trust.
Instead of leading with ingredients and claims, we focused on access… access to Rosina Lam. Access to a brand experience that felt intimate, limited, and designed to let the product story speak for itself.
What We Did
We positioned the NIVEA Luminous630 campaign as an educational platform. One that goes beyond promotion to empower women with credible skincare knowledge.
While the campaign centred on education, it was Rosina’s presence that gave it momentum.
As a celebrated actress and NIVEA ambassador, Rosina’s influence helped elevate the NIVEA Luminous630 story beyond product messaging.
Bringing It to Life
Rather than treating this as a product-led moment, our strategy focused on leveraging Rosina’s credibility to bring fresh attention back to NIVEA’S Luminous630. With her strong influence across Chinese media and audiences, Rosina helped shift the conversation from “already known” to “worth talking about again”.
We shaped the campaign around a live experience that put connection first and sales second. This ensured Rosina’s presence felt authentic, driving trust, media interest, and content that naturally extended beyond the event.
By anchoring the strategy on influence and relevance, the campaign sustained momentum beyond her visit, showing how the right ambassador can refresh an already well-loved product.
What It Sparked
What started as a single media event quickly turned into widespread conversation.
The campaign delivered both reach and resonance.
RM 1,979,456 in PR value
70 earned media placements
22,236,101 in social reach
104% above targeted media attendance
More than just results, the campaign put NIVEA’S Luminous630 back where it belongs. Visible, trusted, and part of the conversation again.
What We Learned
Even well-loved products can feel new again when the story is told the right way.
With the right ambassador, a sense of exclusivity, and a carefully crafted real-world experience, familiarity turned into fresh momentum. Sometimes, it’s not about launching something new - it’s about reminding people why they fell in love with it in the first place.
Got a story that deserves another moment? Let’s give it one.
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