NIVEA’s SABI Personal Hygiene Drive initiative recently concluded, concluding a program designed to educate high school students about the importance of personal hygiene, with a particular focus on underarm care and deodorant use. The impactful campaign, which ran from September 13 to November 28, aimed to reach at least 190,000 students and aimed to empower adolescents aged 13 to 18 with the knowledge and tools to maintain proper hygiene, while promoting NIVEA Dry Impact and Dry Comfort Roll-on products as effective solutions for daily care. With over 500 schools participating in Lagos, Port Harcourt and Abuja, NIVEA’s SABI Personal Hygiene Drive campaign programme focused on hygiene education, with child educators and trained staff visiting schools to deliver engaging lessons using the SABI workbook, a tool designed to teach students the science behind body odour, effective hygiene practices and the role of deodorants in daily personal care.
In a statement on the campaign, Marketing Activation Manager, Oluwadamilola Adeyemi, noted that the transition to adolescence can be a challenging time, especially when it comes to understanding the importance of personal hygiene. “Puberty brings about changes in the body that can cause discomfort and confusion. “That is why NIVEA is committed to providing accurate and age-appropriate information that resonates with young people, many of whom are navigating these changes for the first time,” she said. She revealed that the SABI initiative focuses on the need for proper underarm hygiene, an essential but often overlooked aspect of personal care. Through engaging discussions, Q&A sessions and fun games, students were encouraged to incorporate deodorants into their daily routine as a simple and effective solution to eliminate body odour. Recognising the financial constraints of adolescents, especially in the face of the current economic challenges in the country, the brand introduced NIVEA Dry Impact Roll-on and NIVEA Dry Comfort Roll-on deodorants in a new format (25ml), dubbed the SABI deodorant, an affordable option and the ideal product for this age group. “By entering the lives of teens at this crucial stage of their hygiene journey, NIVEA aims to build lasting relationships with young consumers. The SABI Personal Hygiene Drive not only positions NIVEA as a trusted brand for personal care, but also reinforces its credibility as a company that understands and meets the unique hygiene needs of young people,” she explained..
NIVEA’s commitment to the personal development of adolescents through this campaign highlights the importance of hygiene education, and is part of a proactive approach to promoting healthy practices and building self-confidence among young people. By highlighting often taboo topics such as underarm care and deodorant use, NIVEA demonstrates its commitment to the well-being of adolescents and its willingness to support them throughout their development journey. This campaign does not simply promote products, but aims to educate, inform and create an open dialogue on crucial issues related to personal hygiene. All in all, it is a commendable initiative that deserves to be recognized for its contribution to empowering the younger generations and promoting healthy and responsible hygiene practices.