Keeping Track: Suncare advert taps into emotional benefits for consumers

May 28, 2014

Nivea have released a print ad in Brazil that can be ripped out and worn as a wristband so parents can track their kids on the beach.

The wristband, developed by creative agency FCB Brasil, contains a built-in locator device that functions with the Nivea Sun Protégé app. Parents can sync the wristband to their phones, assign a name to each wristband, and assign a maximum distance the wristband can be from the phone before an alert is made.

nivea

Staying in the know

Consumers are adopting more tools that allow them to keep track of themselves, their loved ones, and their possessions. For parents, brands can provide extra value if they help with keeping track of the kids—something that the Nivea ad does in a literal sense.

We’ve seen this type of child tracking in Brazil before, when schools started adding microchips into kids’ uniforms in order to keep parents calm and keep kids from skipping school. Tracking children has also been made possible through a more permanent wearable device  and an app.

As more consumers become aware of the importance of suncare in protecting against harmful skin damage and skin cancer, the market is growing. In fact, according to Mintel’s Suncare Brazil 2014 report, the market saw double-digit growth (11.5%) in 2013. The same report found that half of consumers (50%) with children in their household said they’d used suncare products in the past six months.

Nivea’s print ad appeals to parents’ protective instincts at a time when the protective qualities of a Nivea suncare product are relevant—on the beach. Brands would do well to consider how they can provide consumers with the emotional benefits of their products in other ways. Consumers are becoming more keen to try tracking technology, giving brands a chance to analyze how a tracking, recording, or locating device can provide value in their industries.

To find out more about how Mintel can help you track global consumer trends click here.

Kirk Vaclavik is an analyst of consumer trends, curious to identify what’s motivating consumer behavior. With a background in account planning for advertising agencies, Kirk has a strong interest in providing applicable insights for brands and businesses.

Kirk Vaclavik
More from Mintel
  • Mintel Store
    Mintel Store
    Get smart fast with our exclusive market research reports, delivering the latest data, innovation, trends and strategic recommendations....
    View reports
  • Mintel Leap
    Mintel Leap is a revolutionary new AI-powered platform that will transform your research process....
    Book a demo
Subscribe to Mintel Spotlight
Related articles
February 22, 2024
Understanding Mintel’s 2024 Global Consumer Trend ‘New Green Reality’ in the context of beauty and personal care in Southeast Asia. In SEA, the beauty and personal care industry is…
January 30, 2024
At the recent Home and Personal Care Ingredients (HPCI) trade show in India, Mintel presented the 2024 Global Beauty and Personal Care Trends. Saurabh Bajpai, Associate Director of Client…
January 22, 2024
The traditional concept of skin whitening has evolved toward a look that is more natural, glowing, and healthier. Brightening/illuminating are among the top five skincare claims globally with demand remaining…
Featured Downloads