Two big names in affordable fashion—the Biersdorf-owned skin care brand Nivea and the British fashion designer Giles Deacon—have teamed up for London Fashion Week to make the skin of young females «fashion-ready» with a limited-edition collection of 3 NIVEA Soft pots featuring signature «girly» designer’s illustrations. Each pot depicts different situations from the fashion world: Backstage, Catwalk and Photoshoot.

To promote the partnership through experiential activities in London as well as in social media in the UK and Northern Europe, Nivea hired Space, an integrated marketing agency, whose activation team has been giving away free samples and taking pictures of passersby in Central and East London including Somerset House (the home of London Fashion Week), Covent Garden, Leicester Square, Oxford Street, Old Street, Liverpool Street and others.

In social media, the agency has launched a photo competition for a chance to win a personal style consultation with Giles Deacon. To enter, fashionistas are encouraged to share their ‘looks’ or ‘Outfit of the day’ on Twitter and Instagram with the hashtags #OOTD #NIVEASOFT.

Sophie Rock, brand manager for body care at NIVEA, explains that «#OOTD is an amazing phenomenon which has developed within the fashion blogging world and captured the imagination of consumers. It’s the perfect fit for NIVEA Soft in 2013 – it’s relevant, imaginative and trending in the fashion community.»

In the UK, the Backstage-themed packaging will be available in Tesco exclusively, with the two others stocked by major grocers as well as Boots and Superdrug.