Her Pen, His Grooming: Unleashing the Power of Words for NIVEA Men.

Men's grooming hasn't always been as popular as it is now. The most that was done was a 6-in-1 wash that catered to the face, body, hair, car and shoes 🥲 back in 2017-2019, trying to convince the male audience to buy products like lotion was a little harder than it is now.

NIVEA Men made me delve into male grooming, and I learned a lot about products such as aftershave and how to tailor the content I put out to appeal to men. I discovered that women were also consumers of NIVEA Men's content. Why is that? More often than not, it's the ladies who do the house shopping, and they are the ones who pick out the products their male partners will use. So, it was an exciting learning curve for me.

One of the most memorable campaigns I was part of is Kinyozi Chronicles. The campaign's primary objectives were to increase uptake of the NIVEA Men products and increase awareness and engagement online. We had the audience members nominate their local barbershops, and the one with the most engagement would have a NIVEA takeover. The whole shop would be decked out in merch, the barbers would use NIVEA shaving products on their clients, and people could win goodies after participating in games and activities.

https://video.wixstatic.com/video/7e715f_aceb22dc13eb49108eef0e94ef100fa2/480p/mp4/file.mp4

This was the first time I dealt with an influencer, and it was a pleasant experience. I got to watch the content creation process first-hand from the influencer's point of view. As a social media manager, I rarely interacted with influencers, and this experience was invaluable.

Funny enough, NIVEA Men opened the doors to the grooming industry for me because somewhere down the road, I got to interact with another major beauty brand in the Kenyan market. Which brand was this? You'll just have to stick around to find out 😊.

Until next time, stay creative.