Nivea’s Personalized Skincare Agent Transforms Engagement into Qualified Customer Leads
Global cosmetic brand acquires new customers using a novel Skincare Routine Advisor and click to chat ads
Nivea Drives Brand Recall with Personalized Skincare on WhatsApp
8.4 - Point
86%
34K+
Uplifting brand recall and sales
With the goal of being recognized as the number-one brand in the skincare category, we launched our Skincare Routine Advisor, which is unique for two reasons: it’s the first WhatsApp messaging experience in Mexico that creates a skincare routine based on the needs of each user, and it’s a full-funnel experience that automatically creates an ‘add to cart’ option for shoppers, making it easier for users to purchase the complete routine when the experience is over.
About the Brand
Nivea is a renowned German cosmetics brand which offers innovative skin care products. The brand works with 50 institutions around the world to ensure its products are suitable for customers. The brand is owned by Hamburg-based Beiersdorf AG, which was founded in 1882. Beiersdorf’s portfolio includes other well-known skin care brands such as Eucerin and Aquaphor; and operates in more than 200 countries worldwide.
The Brand’s Challenge
Driving Meaningful Customer Acquisition in a Competitive Skincare Market
Nivea sought to move beyond traditional advertising to create deeper customer connections in Mexico’s competitive cosmetics landscape. The brand needed a solution that would not only increase engagement but also generate high-quality leads through personalized experiences. With WhatsApp emerging as a preferred communication channel for Mexican consumers, Nivea recognized an opportunity to pioneer an innovative, end-to-end customer journey that would differentiate them from competitors while driving measurable business results.
The Solution
WhatsApp Skincare Agent Delivers Personalized Consultations and Seamless Purchase Experience
Nivea partnered with Gupshup to launch an innovative Skincare Routine Agent that revolutionized customer engagement through WhatsApp. The conversational AI agent guided users through personalized consultations, analyzing their specific skin concerns and recommending tailored product routines.
Promoted through Click-to-WhatsApp ads featuring engaging video content, the experience seamlessly integrated WhatsApp Flows for rich, interactive conversations. Customers answered automated questions about their skin type and concerns, receiving customized product recommendations. The agent enabled direct purchase within WhatsApp, creating a frictionless path from consultation to conversion.
Besides, with Gupshup Personalize, the brand was able to capture valuable conversational intelligence, building comprehensive customer profiles for future personalized marketing campaigns and long-term relationship building.
The Success
A Memorable Campaign that Redefined Personalized Skincare Engagement
Nivea’s WhatsApp skin care agent campaign from May–August 2024 demonstrated the power of conversational commerce in driving meaningful customer relationships. By combining personalized consultations with seamless purchase experiences, the brand transformed how customers discover and buy skincare products.
The results were exceptional: an 8.4-point lift in brand recall, 86% messaging completion rate, and over 34,000 qualified potential customers acquired. This pioneering approach positioned Nivea as an innovator in Mexico’s competitive cosmetics market, creating a scalable model that seamlessly blends consultation, personalization, and commerce within a single WhatsApp experience.
Use Case Summary
Solution
Conversational Marketing
Channel
Industry
Sports
