Personal care brand, NIVEA, has sensitised Nigerian students on the importance of personal hygiene, especially as they approach adulthood.
A statement made available to PUNCH Online on Saturday, quoted the Marketing Activation Manager, Oluwadamilola Adeyemi, to have said that the company emphasised the significance of maintaining good health during its just-concluded SABI Personal Hygiene Drive, an initiative designed to educate high school students on the importance of personal hygiene.
According to Adeyemi, the campaign which targeted 190,000 students, was aimed at empowering teenagers aged 13 to 18 years, with the knowledge and tools to maintain proper hygiene.
She disclosed that the SABI initiative emphasised the need for proper underarm hygiene, a critical aspect of personal care which many overlook.
“Puberty brings changes in the body that can cause discomfort and confusion. This is why NIVEA is committed to providing accurate, age-appropriate information that resonates with young people, many of whom are navigating these changes for the first time,” she said.
Adeyemi added that the transition into adolescence can be a challenging period, especially when it comes to understanding the importance of personal hygiene.
Through engaging discussions and fun games, students were encouraged to incorporate deodorants into their daily routines as a simple and effective solution to eliminating body odour.
“Aware of the financial limitations of teenagers, especially in the face of the current economic challenges in the country, the brand introduced NIVEA Dry Impact Roll-on, and NIVEA Dry Comfort Roll-on in a new format (25 ml) nicknamed the SABI roll-on, an affordable option, and the perfect product for this demographic.
“By tapping into the lives of adolescents at this crucial stage of their hygiene journey, NIVEA aims to build long-lasting relationships with young consumers. The SABI Personal Hygiene Drive not only positions NIVEA as a trusted brand for personal care but also strengthens its credibility as a company that understands and addresses the unique hygiene needs of young people,” she added.
In her remarks, the Brand Manager of Central East & West African Region, Nnenna Onoh, stated, “By involving students, teachers, and school administrators in the campaign, the SABI Personal Hygiene Drive will create a ripple effect, fostering a culture of good hygiene practices that extends beyond the classroom.”
As part of the activation, NIVEA presented the neatest students with the ‘SABI Star Award’ and rewarded the most engaging students in each school to encourage students to consistently maintain high hygiene standards while reinforcing the connection between cleanliness and self-esteem.