THE WHAT? Beiersdorf-owned Nivea has appointed Power League Gaming (PLG) as the gaming agency to relaunch its community of female games in the Middle East, named Girls Got Game (GGG) on social media.
THE DETAILS The community is said to be a safe space for female gamers to connect and collaborate, with Nivea aiming to launch a dedicated platform to share their stories as well as help them overcome societal challenges they face.
The platform will have weekly streams and tournaments, as well as skincare tips for women. The pilot scheme received a 95 percent positive sentiment from the target audience, reaching 15 million females in 2021 in KSA and UAE.
THE WHY? Sagun Verma – Marketing Director MENA of Nivea, said: “We love to see that Nivea products are widely used and touch consumer lives daily across the Middle East & North Africa region. Our brand values of Care & Trust are reflected in our products, our organisation, and also across the activations in our markets. Empowering women is one such key focus for the brand, specifically empowering female gamers in the region.
“They are a growing community and with our digital platform, Girls Got Game, we aim to support them when they face challenges such as cyberbullying. Nivea believes in creating awareness around these challenges, and in doing so we want to support female gamers to pursue their hobbies and careers without limitations.”
Medical aesthetic products refer to a category of products used in the field of medical aesthetics, which combines medical practices with cosmetic procedures to improve the appearance of individuals. These products are typically used under the supervision of trained medical professionals such as dermatologists, plastic surgeons, or specialized nurses. They are distinct from over-the-counter cosmetics in that they often contain higher concentrations of active ingredients or require medical expertise for their application.
Examples of medical aesthetic products include:
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Dermal Fillers: Injectable substances used to restore volume, fill wrinkles, and enhance facial contours. These may include hyaluronic acid fillers like Juvederm or collagen-stimulating fillers like Sculptra.
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Botulinum Toxin (Botox): Injectable neurotoxins used to temporarily paralyze facial muscles, reducing the appearance of wrinkles and fine lines caused by facial expressions.
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Chemical Peels: Solutions containing chemical exfoliants like glycolic acid, salicylic acid, or trichloroacetic acid, used to improve skin texture, treat acne scars, and reduce hyperpigmentation.
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Laser and Light Devices: Equipment used for various skin treatments, including hair removal, skin resurfacing, tattoo removal, and treatment of vascular and pigmented lesions.
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Prescription Skincare Products: Formulations containing active ingredients such as retinoids (e.g., tretinoin), hydroquinone, or prescription-strength antioxidants, designed to address specific dermatological concerns under medical supervision.
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Microneedling Devices: Devices that create tiny punctures in the skin to stimulate collagen production and improve skin texture and elasticity.
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Cosmeceuticals: High-quality skincare products that bridge the gap between cosmetics and pharmaceuticals, often containing biologically active ingredients with proven efficacy.
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