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Doing Good Feels Super – NIVEA X Superdrug in store campaign
Doing Good Feels Super
We’ve partnered with NIVEA and Superdrug, to raise awareness that 1 in 3 young adults (18-24 year olds) are currently experiencing hygiene poverty in the UK.
For every 3 selected NIVEA products sold 23rd April – 20th May 2025, one was donated to us – which led to a donation of 67,500 items which we distributed to 959 organisations across our network to help combat hygiene poverty.
To top this off we recently came together to run an employee packing day at Superdrug’s head office. 80 volunteers created an impressive 500 hygiene packs made up of NIVEA products; shower gel, deodorant, wipes and hand wash. These were delivered to Beauty Banks in Croydon, south London who are part of In Kind Direct’s network.
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- YMCA - Hastings and Rother
“We run a very busy Youth Club for teens and young people. We are so happy to receive deodorants, giving our young ones peace of mind knowing that they smell good.”
- HAFWAY
“By using In Kind Direct, we offer hygiene products like the Nivea shower gel and deodorant to our teenagers / young adults. It’s an important time in life and they can easily fall into a bracket of ‘you smell’ by their peers.”
- Seaside Hub
"A lovely lady with teenage daughters especially likes the deodorants, as it gives them more confidence when they have PE at school.”
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