South African women have always known how to show up for others, whether at work, at home, in their communities or across cultures. Now, NIVEA is asking a bold new question: What if women chose to show up for themselves first, enabling them to show up for others better.
With the launch of its ‘It’s in the Name – I AM #1’ campaign, NIVEA South Africa shines a spotlight on what it means for women to feel and be number one. Not in competition with anyone else, but in full celebration of their own skin journeys, confidence and truth.
At the heart of the campaign is the NIVEA LUMINOUS630® range of products, powered by Thiamidol, a patented and clinically proven ingredient that visibly reduces dark marks and is 60x times more effective than vitamin c* helping women reveal the natural luminosity of their skin.
The ‘I AM #1’ campaign is more than just a product story. It’s a movement. And leading this movement is the Luminous Sisterhood, a collective of bold, brilliant South African women who share their unfiltered skincare journeys and life philosophies in a way that feels honest, relatable and real.
From beauty and media to sport, pageantry and music, each sister brings her own story and her own ‘I AM’ declaration:
- Zozibini Tunzi, former Miss Universe and global advocate for authenticity: I AM BOLD.
- Pearl Modiadie, respected broadcaster and working mom: I AM RESILIENT.
- Kay Yarms, unapologetic beauty influencer and self-love advocate: I AM UNAPOLOGETIC.
- Laura Wolvaardt, world-class cricketer breaking boundaries in sport: I AM DETERMINED.
- Lungelihle Zwane, also known as Uncle Waffles, Swazi DJ and record producer: I AM LIMITLESS.
Together, they represent a vibrant cross-section of the women who use LUMINOUS630® every day. They are not striving for perfection but for progress.
“For years, South African women have been made to feel that clear, radiant skin is either unattainable or reserved for someone else. This campaign is our response,” says Odele Sheik, Marketing at NIVEA South Africa. “We’re here to tell every woman that your skin goals are valid, your journey is seen, and your luminescence is possible now.”
Thiamidol is NIVEA’s most effective* anti- dark marks ingredient and is backed by decades of skincare expertise. It is clinically proven to reduce all types of dark marks, with first visible results in just 7 days. It’s suitable for all skin types and tones, with proven tolerability even on sensitive skin.
NIVEA LUMINOUS630® is skincare with a purpose, putting the power back in women’s hands. You don’t have to wait for the ‘right’ moment or the ‘perfect’ skin. You can claim your spotlight, your confidence and your #1 right now. When women feel luminous, they lead luminous lives.
The ‘I AM #1’ campaign is currently live across social media, with more authentic stories and real-time results being shared by the Luminous Sisterhood and their communities.
To learn more about the science behind Thiamidol, explore the full LUMINOUS630® range and follow @niveasouthafrica to join the #IAM1 movement. Look out for #IAM, #Thiamidol and #NIVEALuminous630 as more women share their stories.
*NIVEA most effective. Tested against the most common anti-dark mark ingredients in cosmetic market. PIU study over four weeks on South African Women.
*Tested vs the most common anti dark mark ingredient in face care market.
*In vitro test on inhibition of human tyrosinase
