A NIVEAnumber 1 in skin care in the world, launches the limited edition of ‘NIVEA Pride Creme’, developed globally with the new colors of the LGBTQIAPN+ flag, associated with the flag of trans pride and racial representation.
Once again, the brand joins forces with EVERYONEa third sector organization that promotes the inclusion of LGBTQIAPN+ people in society with leadership training, research, awareness and safety initiatives, to support the ‘TODXS Fund’, a program that seeks to accelerate entrepreneurial initiatives of trans and transvestite people throughout Brazil, with the donation of 100% of the profits from the sale of the Orgulho can reverted to the association.
In 2024, NIVEA and TODXS will support two specific projects: the first is Impact, which is part of the entrepreneurship proposal trail for LGBTQIAPN+ youth from all over Brazil. This program includes a business plan incubation phase, where, for three months, the selected entrepreneurs will have weekly meetings with the TODXS team and market professionals who work in different areas to share insights on five thematic axes: problem, customer, finance, planning and promotion. In this edition, each of the 20 selected projects will be able to receive up to R$5,000 upon fulfilling all the proposed activities.
The second project is Emprega Tech, an employability program that focuses on basic training in user experience (UX) and software development. The initiative is aimed at the LGBTQIAPN+ community, with an exclusive racial focus and with at least 25% of vacancies reserved for trans people. Emprega Tech seeks to increase employment opportunities for individuals from the LGBTQIAPN+ community by providing training and skills in areas of high demand in the technology market.
”We firmly believe that companies have a crucial role in building a fairer and more inclusive society. Therefore, investing socially is more than a corporate responsibility, it is a commitment to the sustainable future of our communities. With the donation of profits from the Pride can to TODXS projects, we reaffirm our commitment to inclusion and respect for diversity, transforming our purpose into concrete action”, said Ligia Annunziato, head of Diversity, Equity and Inclusion at Beiersdorf, a NIVEA and Eucerin.
The famous NIVEA Creme can is now available at points of sale throughout Brazil, such as supermarkets, pharmacies, perfumeries and e-commerce sites, in rainbow colors to mark support for LGBTQIAPN+ Pride Month. By purchasing the special edition product, consumers know that they will be contributing to strengthening the brand’s purpose agenda, TODXS and the businesses of trans and transvestite people participating in the campaign.
Beiersdorf’s ongoing commitment
This is the fourth year of the company’s ‘Care Beyond the Skin’ purpose journey, through partnerships with seven organizations and 12 projects focused on black people, the elderly, LGBTQIA+ people and black girls. By 2024, the focus on black and LGBTQIA+ people, with projects that will act on the pillars of entrepreneurship, employability and childhood, will benefit around 72 thousand people.
NIVEA’s support for the LGBTQIA+ community happens from the inside out: internally the DE&I work is carried out in conjunction with the Toque Colorido affinity group, which promotes talks, meetings and internal literacy sessions. The company also has a Diversity, Equity & Inclusion Booklet, rich material to guide all teams on issues of race, gender equity, people with disabilities and the LGBTQIA+ community.
From the outset, NIVEA is part of the LGBTIA+ Business and Rights Forum alongside 150 other companies that are signatories to the ten commitments that aim to guide corporate practices to promote a respectful, safe and healthy environment for people in the community and raise awareness and educate about respect to your rights. In addition, NIVEA enabled the opening of the first headquarters of the Brazilian Association of Lesbians, Gays, Bisexuals, Transvestites, Transsexuals and Intersexes (ABGLT), in São Paulo, with support for the Empower-se Course to train civil society with a focus on people LGBTQIA+, institutions and human rights defenders.
In 2024, for the third year, the company supported the Transbaile, the first transgender awards ceremony in Brazil that aims to honor trans and transvestite names who stand out in the fight for trans visibility in the Brazilian media, organized by influencers Giovanna Heliodoro and Bielo Pereira. In addition to sponsorship, NIVEA provided an experience during the event with its iconic NIVEA Creme can in the limited edition of Pride, after all, the space is of utmost importance for building networking between brands and personalities in the community, enabling new business opportunities and connections.
Brazil It is o 3º country do world what more with interest for the Month do Opride LGBTQIAPN+
Taboola, a global leader in content recommendations on the open web, announced that it demonstrates strong engagement with LGBTQIAPN+ Pride Month around the world. Brazil stands out as the third country with the largest audience interested in the celebration, behind only the United States and the United Kingdom, with 388 thousand views of pages related to Pride Month in the last 90 days. Number of viewseglobal page s:
EUA: 2,4 milhõeviewing ses of pages
United Kingdom: 588 thousand viewses of pages
India: 245k viewses of pages
Italy: 127 thousand viewses of pages
Regarding the brands that stood out the most and what had significant audience growth em your campaigns related to the Month do Orgulho LGBTQIAPN+ ein 2023, were:
Pro-LGBTQIAPN+ Programs more popular for streaming:
Eurovision: com 1,1 milhão of visualizationes, o Eurovision with highlighted how o program with the highest number of viewses of pages.
RuPaul’s Drag Race: o reality show gained 212 thousand viewses of pages.
Hacks: The critically acclaimed comedy attracted 186,000 viewses of pages.
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