Nivea Embraces Sonic Storytelling for New Skincare Product
In a pioneering move to redefine beauty product promotion, Nivea Kao Corporation has partnered with AdMel Inc. to integrate immersive in-game audio advertisements for its upcoming “Nivea Hadamigaki Gel Cleanse.” Launched in April 2025, this new makeup remover is being introduced to consumers through a unique sensory experience delivered directly within smartphone games, leveraging AdMel’s specialized audio advertising platform.
The Strategy: Sound as a Sense of Cleanse and Moisture
The “Nivea Hadamigaki Gel Cleanse” is formulated to offer a dual benefit: powerful cleansing that removes makeup, pore impurities, and old keratin, alongside a hydrating finish. To effectively communicate these seemingly opposing features, as well as the pleasant sensation implied by its name, “Hadamigaki” (meaning “skin polishing”), the campaign utilized sophisticated audio creatives. Voice tones and evocative sound effects (SE) were meticulously crafted to convey both the satisfying sensation of deep cleansing and the comforting touch of hydration.
AdMel’s platform was chosen to deliver these audio narratives within the highly immersive environment of smartphone games. By reaching users who are already engaged in an audio-rich experience, the promotion aimed to create a deeper, more visceral brand connection. The campaign also included pattern verification for visual banner images that complement the audio, as well as testing different delivery times to ensure effective targeting without disrupting the user’s gameplay.
Product Overview
The “Nivea Hadamigaki Gel Cleanse” is designed to cleanse thoroughly while leaving skin moisturized.
For more details, visit the product page: https://www.nivea.co.jp/highlights/gelcleanse
AdMel’s Vision for Advertising
Established in 2024, AdMel Inc. positions itself as a leader in user-experience-first audio advertising solutions. The company’s core mission is to transform advertisements from intrusive interruptions into valuable discoveries. Through its proprietary system, AdMel delivers corporate messages seamlessly within games and applications, aiming to build a transparent and comfortable communication infrastructure that resonates with users beyond the screen, influencing their emotions and actions in various moments.
A representative from AdMel shared the creative vision behind the campaign, stating, “Our aim was to transcend visual barriers, allowing the unique ‘cleansing and moisturizing’ balance of Nivea Hadamigaki Gel Cleanse to be felt and heard, not just seen. The immersive audio environment of mobile games provided the perfect canvas for this sensory storytelling.”
Learn more about AdMel: https://admel.jp/
The Future of Sensory Marketing
This innovative partnership highlights a growing trend in digital advertising: leveraging non-visual media like audio to forge deeper, more memorable connections with consumers. As brands seek new ways to engage audiences in an increasingly saturated visual landscape, the strategic use of immersive audio, particularly within interactive environments like gaming, may well become a cornerstone of future marketing strategies, especially for products where sensory experience is paramount. This approach could unlock new dimensions for how beauty and wellness brands communicate their unique benefits globally.
