Nivea – Boosting Body Lotion Sales with a ₹100 BookMyShow Discount Campaign

Case Studies Personal Care
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ABOUT THE COMPANY

Nivea is one of India’s most trusted skincare brands, known for its strong connect with families and urban consumers. With intense competition in the body lotion category, especially in modern trade aisles, Nivea needed a promotion that would stand out and drive quick conversions.

CAMPAIGN OVERVIEW

To accelerate sales of its body lotion range, Nivea launched a promotion offering ₹100 off on BookMyShow with every qualifying purchase.
The idea was to pair skin nourishment with a fun leisure reward—creating a feel-good loop for everyday shoppers.

The offer instantly elevated the value of each bottle purchased.

CHALLENGES

The skincare category in MT faces key challenges:

Heavy competition with multiple body lotion SKUs
Consumers wait for offers before picking bigger packs
Need to create a unique emotional hook beyond price cuts
Limited time to influence shoppers in beauty aisles
GWP options often fail to excite repeat buyers

Nivea needed a promotion that offered:

  • High perceived value
  • Emotional appeal with broad mass relevance
  • A reward that did not erode the brand’s premium perception
  • Easy adoption across select MT stores

REWARDPORT SOLUTION

RewardPort executed a ₹100 BookMyShow discount voucher campaign integrated seamlessly into the retail flow.

Why this worked:

  • Entertainment rewards appeal strongly to Nivea’s target audience
  • ₹100 off provides a meaningful, everyday lifestyle value
  • Digital voucher delivery ensures instant gratification
  • No discounting of the core product—brand value remains intact
  • Perfect pairing for families and urban skincare shoppers

This reward helped Nivea differentiate from routine MT offers.

WAY OF EXECUTION

RewardPort ensured a smooth promotion across participating stores:

  1. Nivea shoppers received a unique BookMyShow code with their lotion purchase
  2. Digital redemption enabled instant application of the ₹100 discount
  3. POS branding helped highlight the offer in beauty aisles
  4. Store teams briefed to communicate the reward clearly
  5. RewardPort managed backend validation, reporting, and support

The purchase-to-reward journey remained quick and frictionless.

RESULTS

The voucher campaign drove strong outcomes for Nivea:

  • Higher footfall in the beauty and skincare aisles
  • Uplift in body lotion off-take, especially promoted variants
  • Improved consumer engagement due to entertainment relevance
  • Repeat buy likelihood increased, thanks to feel-good experience
  • Enhanced brand perception without discounting product pricing

The campaign made Nivea stand out in a crowded category.

₹100 BookMyShow
discount unlocked

Increased body lotion
pick-up

High
consumer interest

Abbott India Ltd

Challenge: Managing end-to-end incentive program for distributors efficiently.

Solution:

  1. RewardPort registered addresses and email ids of all distributors by getting a form filled with their company seal & signature and digitizing it
  2. Created reward catalogue for 5 slabs with 4 gift options in each slab category
  3. Deployed an account manager and operations resource for timely MIS & escalation management
  4. Created a full-proof reward delivery system eliminating pilferage of gifts and theft/misuse by parties
  5. Created periodic schemes for retailers- free recharge on billing of Digene products

Program mechanics: We receive a data file from Abbott team with address and gift option details of the qualified distributors every month. Tangible gifts are dispatched directly on the addresses and e-vouchers are emailed on their registered email id.