NIVEA: Have a great hair day!
Sometimes, all it takes is a line to make a brand feel new again. We wanted NIVEA’s first dry shampoo to speak the language of mornings, mirrors, and Instagram captions. The typography took center stage — oversized, cheeky, and self-assured — because this product wasn’t made to hide, but to flex.
Background
Dry shampoo has had a real glow-up. What once meant white residue and “grandma’s bathroom smell” turned into a must-have for mornings, festivals, and Zoom calls. Suddenly, freshness became a lifestyle — and NIVEA wanted in.
Brief
The task sounded simple: design a new packaging for NIVEA’s first dry shampoo. But design wasn’t enough — the product had to feel like a natural part of young people’s lives. So instead of just polishing the classic NIVEA look, we opened it up: now it talks confidence straight into the mirror.
Solution
The result? A visual refresh that kept the NIVEA DNA but gave it a modern edge. No gradients, no fluff — just a clean, confident look that made even traditional retail shelves feel like a lifestyle aisle. And it worked: NIVEA’s dry shampoo shot straight to No. 2 in Germany. Proof that in beauty, design is important — but an idea that travels is everything.
Photos: NIVEA, Ruska Martín
Sometimes, one sentence can change how a brand feels. Have a great hair day! turned a product into a mood. A visual system into a social statement. The kind of message you’d want to screenshot, not just spray.
When NIVEA launched its first dry shampoo, it wasn’t just a new product — it was a statement. Fresh, fast, and a little flirtatious.
Have a great hair day – whenever, wherever!
Whether after a workout, when traveling or simply for extra volume and grip: NIVEA’s Dry Shampoo won’t let you down and ensures a “freshly washed” look when you need it fast.
