After two years of hugs and virtual meetings, this month, NIVEA held the Mutirão da Beleza, the first face-to-face volunteering initiative with employees. The action is part of the celebrations of the month of the elderly and was held on October 7, at Instituto Velho Amigo, a partner organization of the brand, which welcomes and develops activities with the elderly and their caregivers. At the meeting, employees participated in programming with the elderly assisted by the project and were able to share stories and experience NIVEA care through the human touch.
NIVEA employees from different areas of activity volunteered and gave time to show and explain the importance of a skin care routine for the elderly assisted by Instituto Velho Amigo, in Heliópolis. The main NIVEA products were presented – the famous blue can of NIVEA Creme, the multi-benefit moisturizer NIVEA Milk, the NIVEA Creme Care soap and the Protect&Hidrata sunscreen. The volunteers presented, through conversation circles about self-esteem, exchanges between generations and a touch of affection, the main benefits of keeping mature skin hydrated and protected.
“Today we feel the purpose, the care and we see that we can really make a difference in the lives of many people. I always see at these times that we not only touch people’s lives, but people touch ours too in some way. This transformation and exchange is really worth it”, he affirms to head de Trade and Marketing for the North and Northeast, Ligia Annunziato, who since the beginning of 2021 has been leading the Purpose Agenda at NIVEA.
Actions in the month of the elderly
The Mutirão da Beleza was the second action carried out in celebration of the month of the elderly, celebrated worldwide in October. On September 30th, the kick-off was given for activities in the Institute’s space, which is supported by NIVEA.
Conversations were held between guests from the NIVEA team and the elderly who discussed the importance of big brands investing in social projects aimed at the elderly and their caregivers. At the end of the event, it was possible to take a souvenir of the institute produced by the elderly in handicraft workshops.
Daniela Medeiros, collaborator and volunteer at NIVEA, says:
“I participated in the Virtual Hug at the beginning of the year and it was amazing. I connected with Luzinete, one of the beneficiaries of Velho Amigo, and we shared our affinities through videos. Today, life gave me another gift, which was the opportunity to meet her in person and the virtual hug became a physical hug.”
Purpose in practice
A specialist in caring for people for over 110 years, NIVEA has as its purpose The Touch that Transforms and Inspires Connections the objective of transforming lives through partnerships with third sector organizations. Transformations are also carried out in the company’s internal culture. NIVEA, through its holdingBeiersdorf, promotes initiatives of the Care Beyond Skin purpose, encouraging involvement and living the purpose in practice by its teams:
· Affinity Groups: groups formed by employees who share common interests to talk about positive changes in the company. Today, the company has groups that debate topics on Life-Work Balance, Sustainability and Environment and Diversity, Equity and Inclusion, with divisions in Race, Gender Equity, LGBTQIA+, Generations and People with Disabilities.
· Circles of Purpose: it is believed that when a person knows their purposes, life starts to make much more sense. These meetings in small groups, guided by expert facilitators, promote reflection and exchange of personal and collective experiences in the discovery of individual purposes;
· Corporate Volunteering Program: initiative to involve employees in activities with partner organizations and encourage them to live their purposes in practice.
The first actions of the volunteer program, called Abraço Virtual, took place in April and May, also with the Instituto Velho Amigo in an exchange of messages by video between the elderly and NIVEA professionals. “This is the third time that I have actively participated in our volunteer program and it is an incredible and transformative experience. Being able to talk to all these people and take our touch of affection was a wonderful experience”, commented Juan Pablo Leymarie, Director of Human Resources at NIVEA.
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