NIVEA, a well-known personal care brand, has recently taken steps to educate Nigerian students about the importance of personal hygiene as they transition into adulthood. This initiative is especially important for teenagers, as they face new changes during puberty.
In a statement shared with DANDALI Online, Oluwadamilola Adeyemi, the Marketing Activation Manager for NIVEA, explained that the company recently wrapped up a campaign called the SABI Personal Hygiene Drive. This program was specifically designed to teach high school students about personal hygiene and the significance of staying healthy.
The campaign aimed to reach around 190,000 students aged 13 to 18, providing them with the knowledge and tools necessary to maintain good hygiene practices. One key focus of the SABI initiative was proper underarm hygiene, an area that many young people often overlook. Adeyemi pointed out that as teenagers go through puberty, their bodies undergo many changes that can be confusing and uncomfortable. NIVEA wants to ensure that these young individuals receive accurate and age-appropriate information to help them navigate these changes effectively.
The transition into adolescence can be tough, especially when it comes to understanding why personal hygiene is so important. To make the learning process engaging, NIVEA organized fun discussions and games that encouraged students to incorporate the use of deodorants into their daily routines. This is a simple yet effective way to combat body odor.
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Recognizing that many teenagers face financial challenges, especially in today’s tough economic climate, NIVEA introduced two new affordable products: the NIVEA Dry Impact Roll-on and the NIVEA Dry Comfort Roll-on, both in a smaller 25 ml size, which they referred to as the SABI roll-on. This makes it easier for young people to access quality personal care products without breaking the bank.
By reaching out to teenagers at this critical stage in their lives, NIVEA hopes to build lasting relationships with young consumers. The SABI Personal Hygiene Drive not only positions NIVEA as a reliable brand for personal care but also enhances its reputation as a company that understands the unique hygiene needs of young people.
Nnenna Onoh, the Brand Manager for the Central East & West African Region, added that by involving students, teachers, and school administrators in this campaign, the SABI Personal Hygiene Drive aims to create a positive impact that promotes good hygiene practices beyond just the classroom.
As part of the initiative, NIVEA also recognized the neatest students with the ‘SABI Star Award’ and rewarded the most engaged students in each school. This was done to encourage all students to maintain high hygiene standards and to highlight the connection between cleanliness and self-esteem.
