Product of the Year Spotlight on… – Marketing Communication News

NIVEA Serum-Infused Micellar Water Skin Glow

*Olivia Oulaghan – Brand Manager , NIVEA*

In the latest Spotlight, Product of the Year sat down with Olivia Oulaghan, Brand Manager at NIVEA, to hear how the brand continues to light up skincare aisles, add sparkle and redefine the makeup removal category.

Tell us about your product and why it resonates with consumers.

It’s one of those rare product launches that truly exceeded expectations. From the moment people try it, they’re hooked – and they don’t look back. We’ve had oil-infused micellar(s) before, but serum-infused micellar is a UK-first. It’s a completely different proposition – and from what we’ve seen so far, consumers are going wild for it.

The number one reason people buy micellar water is for makeup removal, and this product excels at that. It removes makeup effortlessly, while leaving the skin feeling nourished, soft and radiant. It’s the best-performing NPD we’ve seen in recent years – a true game-changer.

Where did the idea for the product come from – and how does the innovation process work at NIVEA?

All our product development is driven by our labs in Hamburg, where we have a team of leading skincare scientists. Over 1,000 research and development specialists feed into the innovation that you see on shop shelves and online. They’re constantly exploring two key innovation pathways: one, finding ingredients that are new or more effective than anything currently available; and two, identifying gaps in the market and finding better ways to meet consumer needs.

But for NIVEA, it all comes back to skin. Every innovation has to deliver real benefits – and this product does just that. It’s a perfect fit for NIVEA’s core DNA: high-efficacy skincare that supports healthy, glowing skin.

What trends are you tapping into this year?

Right now, we’re laser-focused on makeup removal and a growing desire for glow-y skin. That’s where this product sits perfectly – combining functional cleansing with visible benefits. Everyone’s chasing that natural radiance, and this product enables us to build out our micellar franchise in a really compelling way.

We’re also seeing major movement in the anti-ageing space and wider skincare category – and we’ve got more to come there. It’s an exciting time for the brand.

Do you have any new products or ranges you can tell us about?

Yes! We’ve just launched our Glow range, and this product is a hero product within it. It’s built around lovely serum-based formulations, all underpinned by NIVEA’s skincare expertise. The idea is that products in the range can be layered and combined – creating a seamless skincare routine.

We’re also starting to connect more meaningfully with younger consumers. People are recognising that NIVEA is about much more than just the classic (and iconic) blue tin – and that’s a space we’re enjoying leaning into.

How do you feel about winning Product of the Year – and what impact will it have?

We were thrilled when the news came through, the whole team was excited. It’s always brilliant to get that seal of approval – not just from the panel, but from real consumers too. It really is a seal of approval from the people you’re creating the product for in the first place.

We didn’t necessarily need the accolade, but it’s given us extra credibility in the eyes of shoppers. It’s now featured on our in-store displays, online assets, and in our buyer communications. It helps give people that final reason to purchase – or to switch from another brand.

Describe your winning product in three words.

Glowing. Skincare. Hero.

Any final thoughts?

This has been one of the boldest skincare campaigns we’ve launched in the UK in recent years. It’s all about encouraging people to switch to NIVEA micellar from their usual brand – and the response has been phenomenal. It’s still gaining momentum, and we haven’t seen it slow down. Our three stand-out variants include ‘Glow’, ‘Regenerating’ and ‘Derma Skin Clear’, that completes the set.

Watch this space – the Glow story is just getting started.