NEW YORK, NY: Nivea has launched the Nivea Touch Path exhibit in New York City as part of a major PR push for its newest product line called Smooth Sensation.
The installation, called "Nivea Touches New York" which will be open until October 14, is described by Nivea as an interactive touch exhibit designed to help consumers appreciate "the forgotten sense" of touch.
At the exhibit visitors can walk through Touch Path exhibits and touch a variety of articles including sculptures made from various materials, a home plate from Yankee Stadium, and a mound of clay they can mold into their own creations. Visitors can also get a complimentary massage in the Touch Temple.
Along with its Smooth Sensation product line, Nivea will make all of its products available to consumers to experience. Each visitor also receives a gift bag containing Nivea products.
Arnisha Hallet-Jones, marketing director of Nivea, said the goal of the exhibit is to create an emotional connection between the brand and consumers, something she said research proved was missing.
"We did two years worth of qualitative and quantitative research with women to find out what they thought about Nivea," Hallet-Jones explained. "We found they liked and trusted the brand and products, but there wasn't an emotional connection and this was an opportunity for us to establish that."
Hallet-Jones said the exhibit and PR effort are part of a fully integrated marketing push, which also includes street teams, outdoor advertising, and TV and print ads in the major fashion and beauty books. The campaign's slogan is "Touch and Be Touched."
Hallet-Jones said Nivea will gauge its success in New York to see if they will open "Touch" in other cities. "Our success will be based on how we are able to affect consumer perception of the brand in this market," she said.
Since the installation opened in mid-September more than 1,200 people have visited.
Nivea is working with Blue Sky Communications on the exhibit.