Mumbai, India — 29 June 2026: NIVEA, India’s most trusted skincare brand*, unveils its latest campaign, ‘Upar Upar Se’, for the NIVEA Super 10 Serum Lotion, a bold step towards reshaping how young India approaches body care. Rooted in a phrase deeply embedded in everyday conversations, the campaign transforms ‘Upar Upar Se’ into a sharp cultural insight, urging consumers to move beyond superficial routines and embrace skincare that works beneath the surface.
In a culture where ‘upar upar se’ has long been shorthand for quick, surface-level fixes, the campaign taps into a deeply ingrained behaviour, the tendency to settle for what’s easy and immediately visible rather than what truly works. With ‘Upar Upar Se’, NIVEA sparks a larger conversation, encouraging consumers to rethink everyday habits and move towards body care that delivers real, lasting results.
Bringing this insight to life, NIVEA Super 10 Serum Lotion is crafted for a generation that expects more from its skincare. Bridging the gap between face and body care, the formulation introduces high-performing, face-inspired actives into daily body care routines signalling a more evolved and efficacy-driven approach to the category.
Powered by Niacinamide, and 120x Vitamin C, Pro-Retinol, and UV filters, the advanced, non-sticky formula works up to 10 layers deep*, helping to visibly reduce dullness and dark spots while delivering long-lasting radiance along with sun protection. It’s a solution designed to go beyond ‘upar upar se’ both in promise and performance.
Shweta Dalal, Marketing Director, NIVEA India, said, “At NIVEA, innovation is rooted in creating superior product benefits that truly matter to consumers. With our latest launch, NIVEA Super 10, we are bringing 10-layer deep hydration to life through a proposition that delivers glowing, moisturized skin with everyday ease. ‘Upar Upar Se’ is more than a phrase; it reflects a behavior we all recognize, where body care is often seen as only surface level. With this campaign, we wanted to challenge that mindset and reframe expectations from body care. Today’s consumers are more informed and intentional, and they expect the same level of efficacy from body care as they do from facial skincare. NIVEA Super 10 combines high-performance ingredients with accessibility, making effective body care both relevant and easy to embrace”
With ‘Upar Upar Se’, NIVEA continues to push the boundaries of category storytelling — blending cultural relevance with scientific innovation to make body care more intentional, effective, and meaningful for a new generation.
*Accredited by TRA Brand Trust Report 2025
About Beiersdorf AG
Beiersdorf has stood for innovative skin care and pioneering skin research for over 140 years. The company headquartered in Hamburg, Germany, employes more than 22,000 people worldwide. In the fiscal year 2024 Beiersdorf generated sales of €9.9 billion and an operating result (EBIT excluding special factors) of €1.4 billion. Leading international brands such as NIVEA (the world’s no. 1 skin care brand*), Eucerin, La Prairie, and Hansaplast are cherished by millions of people around the world every day. Renowned brands such as Aquaphor, Coppertone, and Chantecaille complement the extensive portfolio in the Consumer Business Segment. Through its wholly owned subsidiary tesa SE, Beiersdorf is a globally leading manufacturer of technical adhesive tapes and provides self-adhesive solutions to industry, craft businesses, and consumers. Guided by the purpose ‘Care Beyond Skin’, Beiersdorf pursues an ambitious sustainability agenda with the target to achieve Net Zero emissions by 2045 and aims to champion a more inclusive society.
