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Nivea Asks Consumers to Design a Cap

The brand recruited fashion designer Rebecca Minkoff for its new campaign, "Style, Uncapped."

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By: Jamie Matusow

Editor-in-Chief

Nivea – and fashion designer Rebecca Minkoff – are asking consumers to become package designers. By going to StyleUncapped.com, consumers have the opportunity to personalize a lip balm by designing a cap. Then, the product can be purchased.

“With this first of its kind program, we will give everyone in America the opportunity to make their lip cap their best accessory – and I know all too well about the importance of a great accessory,” said Minkoff.

Last year, Nivea Lip Care worked with its digital agency of record, Rosetta, to create the brand’s inaugural lip care design initiative. For this year’s program, NIVEA turned to Rosetta once again to build a site that offers an even more robust consumer experience.

When creating a custom cap, consumers can choose from over 400 patterns and symbols, including Minkoff’s runway-inspired design, which is shown.

The site experience is accessible from mobile and tablet devices, and finalized designs can be shared on Twitter, Pinterest and Facebook, as well as the site’s Gallery.

Consumers can order 1-5 custom designs for $6/cap, 6-20 at $5/cap and 20+ at $4/cap – and receive the custom lip products in their own custom designed package in two weeks.

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