Skincare brand NIVEA has announced a collaboration with fashion designer, Matthew Williamson, in a campaign which celebrates timeless style through the creation of a limited edition version of its best-selling Black & White Deodorant. The product, usually recognisable by its monochrome palette, boasts an exclusive blue and pink floral design featuring Matthew Williamson’s famous butterfly iconography. In a deal brokered by Porter Novelli London to help drive growth in the anti-stain deodorant category, the campaign will engage consumers through exclusive content with the designer sharing his style secrets and tips for timeless fashion. The integrated campaign launched with a media event and preview of the Matthew Williamson limited edition NIVEA Black & White Deodorant, followed by the release of a series of films available on the NIVEA digital channels from June 2017. The 360° campaign will be further supported by VOD, out of home advertising, targeted digital and social media activity with a select group of influencers, as well as eye-catching POS materials including a gift with purchase. The collaboration is designed to inspire women and show the efficacy of NIVEA Black & White Deodorant through engaging content referencing Matthew’s endorsement of the product as a fashion favourite. The limited edition NIVEA Black & White Deodorant, with design by Matthew Williamson, will hit shelves in August and will be available for a limited period only.

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