South African women are known to be resourceful and ingenious, to be able to take an idea and to nurture and grow it to fruition. Bearing fruits not only for their families but for their communities too. The month of August has become synonymous with women and is a time when South Africans pull together more than ever, to create awareness of woman’s rights and gender inequality. NIVEA has adopted this spirit and is carrying it throughout the year to build, develop and touch hearts, souls and minds.

NIVEA has recognised a growing global trend of booming e-commerce and with it an increase in digital presence. The Independent technology market research group, World Wide Worx, has accounted South Africa’s online retail industry as 1.4% of total retail.

The growth and opportunity as the country evolves, highlights the possibilities for digital influencers’ growth to occur in line with e-commerce growth. According to the Humanz Influencer Marketing Statistics and Benchmarks, the first half of 2020 has recorded active beauty influencers in South Africa at 1,997 Instagram influencers with a further 327 on Twitter.

During the last few months, the engagement rate of influencer content has on average been 20% higher. This highlights the innate ability of influencers to create something magical from just a thought and the open reception of consumers to the activity of influencers.

NIVEA recognises this skill and wants to tap in and grow women who are ready for the digital future. NIVEA is at the forefront of innovation and technology and to demonstrate their support of women are hosting a free online Masterclass for all aspiring influencers who would love to learn from and gain insights from South Africa’s pioneering and most influential influencers.

The Masterclass is open to all budding influencers and promises to take content curation beyond-the-backyard, by unveiling sound advice on developing personal style and brand and the why and how-to of working with brands. The Masterclass will be hosted by YFM’s charming Khutso Theledi and will feature some of SA’s most well-known digital influencers like Kefilwe Mabote, Kay Yarms and Thandolwethu Tsekiso, as well as NIVEA’s own Marketing Manager, Mpume Ngwenya.

To gain all their valuable insights, be sure to participate in the Masterclass on Wednesday 2 September from 18:00 – 19:00. Registration is already open and you can save your spot on or by dialling *120*515#. “There is a need for digital influencers as our consumers are actively online. We know how to connect authentically with our consumers on social media, in a highly personal way and that is why we need digital influencers.

NIVEA Skinfluencer is our way of finding and uplifting the next generation of talent. We are nurturing our finalists with a year-long learning experience of skills development, hands-on work experience and valuable exposure to the industry” says NIVEA Marketing Manager, Mpume Ngwenya. After watching the Masterclass, there is an opportunity to curate your video entry that will see you taking all the guidance and learnings, along with your inspiration and pouring it through your personal style, adding a big dollop of bold personality to create a one-minute NIVEA SKINFLUENCER video to showcase who you are. The NIVEA Skinfluencer initiative forms part of the Rich Nourishing Body care campaign, Rich Nourishing is one of NIVEA’s top sellers.

Competition aspect of Skinfluencer

The competition aspect of Skinfluencer aims to find ten (10) influencers, to not only represent the global skincare brand of NIVEA within South Africa, but also to receive a life-defining learning experience for a whole year – including interacting with the brand team, participating in online learning sessions, receiving new NIVEA products before they hit the shelves and working on NIVEA social media campaigns – and then there are prizes values at R70 000 for each of the 10 finalists.

“This is a once-in-a-lifetime opportunity which will open the doors for 10 fresh influencers who are passionate about beauty and skincare into a growing influencer marketing industry. In this digital age, NIVEA is doing everything possible to empower our consumers. With the NIVEA Skinfluencer initiative we aim to provide the tools for women to build a highly lucrative career”, says Ngwenya. Entry videos can be submitted until 30 September 2020 when the competition will close.

A panel of judges, including brand representatives, will vote for the top 20. Voting will then open to the public to select the winning ten (10). The competition is open to all women over the age of 18 and you can enter by completing the entry form on NIVEA Skinfluencer could be your life-changing experience if you are open to it!


Key dates: Masterclass – 2 September Entries open – 3 September Competition entries close – 30 September Top 20 selected and announced – 08 October Public voting begins – 08 October Top 10 winners announced – 29 October