Mumbai, Feb 02: NIVEA, one of India’s most trusted skincare brands*, has wrapped up the fifth edition of flagship IP NIVEA Soft Fresh Batch with stronger results, sharper cultural insights, and a deeper connection with youth. The campaign achieved unprecedented engagement with over 4 lakh Rizz-umes generated, 91 million reach, and a 154% increase in social engagement.
Launched in November 2025, Fresh Batch 5.0 reimagined the traditional resume as the “Rizz-ume”- a personalized canvas for Gen Z self-expression. Partnering with cultural icons Apoorva Mukhija, Ankush Bahuguna, and Sufi Motiwala, alongside tech firm Xtendr, NIVEA created an AI-powered microsite that allowed young Indians to celebrate their authentic selves beyond conventional credentials.
To amplify the Rizz-umes, NIVEA strategically collaborated with five diverse brands- The Croffle Guys, Mia by Tanishq, Noon Club, Life n Jam, and RadioCity offering winners unique opportunities and exciting experiences while expanding the conversation across categories. The campaign generated over 50,000 shares, demonstrating strong organic advocacy, and achieved a remarkable 50% microsite conversion rate-significantly above industry standards. Extending its digital-first creator strategy, the campaign also saw participation from leading voices such as Tanmay Bhat, who amplified Fresh Batch 5.0 on social media by encouraging audiences to create and share their AI-powered Rizz-umes, further driving cultural relevance and organic reach.
NIVEA Soft Fresh Batch 5.0 have witnessed a powerful use of AI as a creative enabler, not just a tech layer. The AI-driven Rizz-ume engine transformed self-expression into a scalable, intuitive experience—decoding personality cues, interests, and cultural nuances to generate hyper-personalized outputs in real time. By seamlessly blending technology with creativity, NIVEA moved AI beyond automation into the realm of emotional relevance, proving that when used thoughtfully, AI can help brands listen better, personalize deeper, and build genuine connections with Gen Z at unprecedented scale.
Commenting on the impact, Geetika Mehta, Managing Director, NIVEA India, said: “NIVEA Soft Fresh Batch 5.0 represents a milestone in how brands can harness AI to create meaningful connections with Gen Z. The technology enabled us to deliver personalization at scale. When you combine cultural insight with cutting-edge technology, you don’t just drive engagement- you create experiences that truly resonate. This campaign has reinforced NIVEA Soft’s position as a brand at the forefront of innovation that matters to young India.”
As NIVEA Soft Fresh Batch 5.0 concludes, NIVEA has proven that the future of youth marketing lies not in chasing trends, but in understanding culture deeply enough to shape it.
