Burgwedel / Hamburg, June 2, 2026 – ROSSMANN and NIVEA CONNECT are forming a deepened partnership to address loneliness among young people in Germany. At the heart of this collaboration is unseen – a new, low-threshold hub for prevention, awareness and guidance tailored to the younger generation.
Loneliness is one of the most pressing
psychosocial challenges of our time – particularly for young people. According
to the NIVEA CONNECT COMPASS, a global study of more than 30,000 participants
across 13 countries on loneliness and social isolation, more than half (53
percent) of 16- to 24-year-olds in Germany report feeling lonely, many of them
often or always. In parallel, there is a lack of services that provide early
support, reduce stigma, and consistently reflect the realities of young
people’s lives. This is exactly where ROSSMANN and NIVEA CONNECT are taking
action: with unseen, a digital prevention platform against loneliness
for young people in Germany went live at www.unseen-hub.de
on June 1, 2026.
The hub addresses a structural gap, as existing services often only intervene in acute crises, are too clinical in nature, or fail to effectively reach younger audiences. unseen raises awareness, offers guidance, builds confidence and points out ways out of loneliness. At the same time, it creates an open space where young people feel seen and understood. Specifically, the platform helps users better understand and classify their feelings of loneliness and take initial steps to address them – through clear explanations, personal perspectives, and practical advice. In addition, the hub directs users to low-threshold, professional support services, anonymously and tailored to their individual situation. The hub, the unseen branding and content were conceptualized and developed by the agency WYNKEN, BLYNKEN & NOD.
“Loneliness among young people is often invisible – which is exactly why we need accessible services that intervene early,” says Christian Haensch, General Manager Beiersdorf Germany and Switzerland. “With ROSSMANN, NIVEA CONNECT has gained a meaningful, strategic partner that actively embraces social responsibility and consistently supports our commitment. This partnership enables us to think bigger with unseen – with greater reach, improved access, and the shared ambition not only to create selective impact, but to drive structural, cross-generational change.”
“NIVEA and ROSSMANN share a decades-long retail partnership. But we share more than shelf space – we share the belief that a sense of community is essential,” says Raoul Rossmann, CEO & Spokesman of the Management Board, ROSSMANN. “Through our social initiatives, we see every day how critical stable social networks are: we strengthen togetherness in schools, provide support through personal mentoring, and act where emotional distress is most severe – for example by supporting children and adolescents in psychiatric care. At the same time, loneliness is growing faster than individual projects can address. As a family-owned company, it is only consistent for us to join forces with NIVEA CONNECT. By combining our reach, we are creating a modern solution with unseen – for young people, before silence turns into crisis.”
To support the launch of unseen, the initiative is accompanied by a national awareness campaign featuring a video. The aim is to raise public awareness of loneliness, reduce stigma, and specifically direct young people to the hub’s support services. The cross-media campaign will run for three weeks across streaming and online video platforms as well as social media channels such as TikTok and Meta. This will help to reach younger audiences in particular and encourage them to engage with the platform. A donation initiative in support of the organization krisenchat is also part of the campaign.
