Volker Bilgram. HYVE AG

Nivea

Invisible for Black & White Deodorant

The Co-Creation Story Behind

A deodorant co-created by consumers and Nivea

Nivea’s new

Invisible for

Black & White

Deodorant

A co-creation program

helped Nivea to

continuously involve

consumers throughout

the innovation process.

Nivea‘s co-creation program for deodorant innovations

Nivea‘s co-creation program leading to the new deodorant

Consumers Nivea

Generation of ideas

2

5

4

1

3

Consumer needs and

user solutions

Selection & enrichment

of ideas

Nivea research

and cooperation

with partners

Realization of idea

by Nivea R&D

What do consumers want in the field of deodorants

Thousands of consumers talk about your products in social media…

… an abundant source for

companies to listen in.

Listen to what consumers say about deodorants…

My husband‘s white linen and cotton shirts

have this yellow deodorant stain. I have tried

several ways to remove it, such as bleaching,

soaking in the hot soppy water, rubbing with

biochemical stain-removing stuff– all failed. I

even sent the shirts to a laundry.

I also have a husband who has problems with

deodorant stains on his shirts. It is hard and

crusty even after washing the shirt several times. I

have tried several stain removers, but nothing

seems to help. Any ideas? Would lemon juice or

baking soda work on these stains?

Don't you hate it when you notice a

deodorant stain right as you are

leaving the house? Use a baby

wipe and its all gone!

How to get deodorant off of black

shirts? I have a nice black tank top,

but my deodorant, no matter what

brand I buy, I always manage to get

the white stuff under the arms. It

looks bad, so what’s a quick way to

remove it if I’m going out?

… staining is one of the

biggest issues.

Today I noticed that the areas under

the armpit, and even some areas

around the chest on the underside,

are completely white, as if they were

bleached out… Does anyone have any

clue as to what caused this? Was it just

from sweat? Was it from my

deodorant? Was it some strange

chemical reaction of both? Was it a

poorly dyed shirt?

… that we put together a

stain manual.

There was so much information on different types of

deodorant stains…

Highly-involved expert users such as The Undershirt Guy…

… experiment with deodorant

stains and possible remedies.

They helped us understand

the problem.

Source: www.undershirtguy.com

Nivea‘s R&D department came up with a lot of deodorant ideas…

… and involved consumers

and R&D partners in various

co-creation sessions.

Consumers were invited to participate in an online co-creation study

Source: www.undershirtguy.com

Deodorant ideas were evaluated and enriched

Ideas addressing the stain issue were rated best by consumers

The result:

The co-created Nivea Invisible for Black & White

Source: www.nivea.de

For more information…

15

http://www.undershirtguy.com/nivea-turns-to-undershirtguy-

com-for-help/

http://www5.marketing-review.meds-in.de/

http://www.nivea.de/Produkte/deo/black-and-

white?nvem=/modules-components/ext/de-DE/expertise-

modules/NDO%20BEAP&nvemt=2

Marketing Review St. Gallen

Nivea.de

The Undershirt Guy

Volker Bilgram

volker.bilgram@hyve.de

hyve.de

twitter.com/HYVE_CoCreation

xing.com/profile/Volker_Bilgram

value-co-creation.blogspot.com