Hamburg, September 9, 2020 – NIVEA
MEN “Active Energy Wake-Up Instant Effect Gel” now offers three
unique, digitally retrievable experiences via a new type of product packaging.
Scanning the product packaging with Google Lens activates application tips,
extensive product information and an interactive encounter with actor and
Grimme Prize winner Edin Hasanović, the shooting star of the young Netflix
generation in Germany. These experiences were developed especially for the
exclusive partnership with Google. This special edition of the face care
product, limited to 1,000 pieces, combines Beiersdorf’s over 135 years of
experience in skin care and the powerful technology of Google Lens.
“This innovation enables us to strengthen the connection to our
consumers in a new and unique way,” explains Martin Böhm, Chief Digital
Officer at Beiersdorf. “With the interactive Google Lens technology, we
can offer a customizable, multi-faceted brand experience directly on the
product and at the point of sale. We are convinced that this technology and the
way we use it as a brand can revolutionize the shopping experience,” Böhm
continued.
“One of the weaknesses of offline shopping is the lack of product
information. Shoppers stand in the store and want to know: What is the story
behind the ingredients? Which cream is right for my skin? Information they can
now obtain by looking at a product,” explains Achim Rietze, Strategy Lead,
Google ZOO. “We are excited to help NIVEA MEN turn their products into an
interactive experience. The use of Google Lens opens up completely new
possibilities for retailers – thanks to computer vision technology and
AI.”
The limited packaging of NIVEA MEN “Active Energy Wake-Up Instant
Effect Gel” is available from today exclusively and for a limited time at
NIVEA Haus Hamburg on Jungfernstieg.