Pride Partnership

PFLAG and NIVEA join forces to help LGBTQ+ people feel comfortable in their own skin

· Updated on May 21, 2024

NIVEA and PFLAG are ensuring that LGBTQ+ people feel plenty of the pride in the skin they’re in.

Skincare knows no gender or sexuality and feeling comfortable in your skin is important for everyone, LGBTQ+ people included. And, in many ways, queer and trans people use skincare as a means to affirm their identities. Now, skincare brand NIVEA and LGBTQ+ advocacy organization PFLAG are partnering to make sure all queer people feel that this Pride season.

On Monday, NIVEA and PFLAG announced their new Pride month collaboration, their “Proud In Your Skin” campaign. The initiative is tailored towards “celebrating diversity, advocating for equity and inclusion, and fostering meaningful connections through the power of care.” Through social media content, influencer collabs, engagement opportunities, and promoting PFLAG’s virtual support programming and resources, the “Proud In Your Skin” campaign aims to highlight personal narratives to foster conversations, community, understanding, unity, and belonging.

While NIVEA has been a leader in innovative skincare research and products for over 140 years, its partnership with PFLAG sheds light on how taking care our body’s largest organ plays a huge role in how we affirm ourselves as LGBTQ+ people.

“At NIVEA, our dedication to helping others through the power of care is at the core of everything we do—and that extends beyond skincare,” Tracy Feehan, US Vice President NIVEA & Media Communications, said in a press release. “Through our partnership with PFLAG National, we understand the importance of collective action in driving impactful change. Together, through ‘Proud In Your Skin,’ we aim to build meaningful connections and reinforce that people are not alone so they can feel safe and proud in their skin.”

The campaign comes with an assortment of videos featuring LGBTQ+ people and allies either sharing their journey towards self-acceptance or their road to embracing their queer child. Since 1973, PFLAG has been helping LGBTQ+ people feel comfortable in their own skin and educating families and loved ones on active allyship. With hundreds of chapters across the globe, PFLAG has always been a leader in creating an equitable and inclusive world for LGBTQ+ people through policy, legislation, education, and media.

“We are thrilled to collaborate with NIVEA on the ‘Proud In Your Skin’ campaign,” says Brian K. Bond, CEO of PFLAG National. “‘Proud In Your Skin’ is one of the ways we’re showing that love takes pride. Through this partnership, we aim to amplify voices and empower LGBTQ+ people and their loved ones to find community as they embrace their path towards authenticity, fostering positive social connections along the way.”

Additionally, the partnership will foster a call-to-action, inviting conversation and the sharing of personal narratives using the hashtag #ProudInYourSkin on social media. Also, NIVEA is releasing a limited-edition Pride NIVEA Creme tin, donning the colors of the Progress Pride Flag. Consumers can learn more about the partnership through clicking a QR code on product displays.

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