Nivea Sheabutter

NIVEA conquers all hearts with the new limited edition "100% pure shea butter". Because this consists entirely of ethically sourced shea butter from Burkina Faso. We have developed an authentic and very emotional concept and implemented it in colourful and high-impact designs.

Shea butter is an all-rounder: moisturising and versatile for body care, an important raw material for many Beiersdorf products in categories such as Lip Care, Body Care and Baby care. Shea butter is mainly extracted in West Africa, where a total of 16 million women are employed in shea extraction.

Our task was to develop the product concept and, in a further step, the packaging design. We put the focus on the female shea collectors.

Shea butter is also known as "women's gold". The proceeds from their work give the women of Burkina Faso access to water and medical care as well as educational opportunities for their children. The production and trade of shea butter opens the door to the world market for some of the poorest women on the planet. Shea butter thereby becomes a matter of heart and soul.

Against this background, we developed a conceptual approach that focuses on the authentic, personal origin: Shea collectors represent the product with their name and their success story - from the bottom of their hearts!

This conceptual approach is consistently continued in the packaging design: the combination of African design elements and patterns in strong colours create an authentic look. Pure African joy of living!