NIVEA FACIAL 5 in 1
As a Brazilian who started his career in a “small capital” (only the 10th biggest city in the country), and having moved abroad only a couple of years after finishing university, I never had the chance to work on a campaign with national mass coverage for Brazil until I got this brief.
And Tá na cara that I am really proud of it.
For this campaign we needed to help NIVEA Facial maintain its number-one position in the Brazilian market at a highly competitive moment: Garnier had just launched a product range in the same category and invested an entire year’s communication budget in a single month.
We had to react fast and reinforce what everyone already new: NIVEA has the number-one face moisturiser in Brazil.
Soon after starting working on this brief I realised that the common expression “Tá na cara” was perfect since it carries a double meaning:
it’s on your face (the literal meaning) and it’s obvious (what people mean when saying it).
So the concept become: “O hidratante número 1 do Brasil, tá na cara” (Brazil’s number-one moisturiser is in and on your face).
I shared it with the team internally, and everyone (Brazilians and non-Brazilians) agreed it was spot on. The same happened when we presented it to our clients, and again when consumers saw the campaign on air. Everyone loved it.
The campaign was so successful that it not only helped NIVEA Facial maintain its leading position, but also grow its market share, even while Garnier was expanding.
We had to react fast and reinforce what everyone already new: NIVEA has the number-one face moisturiser in Brazil.
Soon after starting working on this brief I realised that the common expression “Tá na cara” was perfect since it carries a double meaning:
it’s on your face (the literal meaning) and it’s obvious (what people mean when saying it).
So the concept become: “O hidratante número 1 do Brasil, tá na cara” (Brazil’s number-one moisturiser is in and on your face).
I shared it with the team internally, and everyone (Brazilians and non-Brazilians) agreed it was spot on. The same happened when we presented it to our clients, and again when consumers saw the campaign on air. Everyone loved it.
The campaign was so successful that it not only helped NIVEA Facial maintain its leading position, but also grow its market share, even while Garnier was expanding.
The success of the “Tá na cara” campaign was so big that it was presented by NIVEA’s Emerging Markets Marketing Director at the Beiersdorf Global Summit 2026 as a benchmark for creativity, local insight and effectiveness working in perfect sync.
The local team brought some ideas from our playbook to life, but the most impactful activation was a TikTok Mission that amplified the campaign even further. Under the hashtag #TaNaCara, there was a lot of influencer and UGC content.
“Tá na cara” evolved from a single concept into a full brand platform in Brazil, enabling local teams to expand its reach with different activations and executions.
“Tá na cara” evolved from a single concept into a full brand platform in Brazil, enabling local teams to expand its reach with different activations and executions.
The success of the concept was so big that it became a benchmark for new briefs and we even had to adapt the campaign to other Latino American countries, where the concept was translated as “Se nota en tu piel” (It’s visible/noticeable on your skin).
