November 11th 2025, India: NIVEA, India’s most trusted skincare brand*, proudly announces the launch of the fifth edition of its flagship youth property- NIVEA Soft Fresh Batch. With each edition, the platform has grown to reflect the ever-evolving aspirations and creativity of young India. This year, NIVEA Soft Fresh Batch 5.0 brings a fresh twist with “The Rizz-ume”- a creative spin on the traditional resume that swaps perfection for personality and skill for self-expression.
To launch the property this year, the brand has collaborated 3 of Gen Z’s biggest culture icons- Apoorva Mukhija, Ankush Bahuguna, and Sufi Motiwala, the campaign encourages young India to ditch the conventional checklist and express what truly makes authentically themselves. From celebrating quirks to owning unique skills, the Rizz-ume becomes a symbol of Gen Z’s unapologetic self-confidence.
Last year, NIVEA India and its iconic NIVEA Soft moisturizer set a Guinness World Record for the largest online video chain of people passing and applying moisturizer. The brand also launched the NIVEA Soft Anthem featuring brand ambassador Taapsee Pannu, celebrating confidence. This year, NIVEA has partnered with Xtendr, a leading tech, design, AR & AI firm, to take the experience a step further- with an interactive microsite that lets participants create their very own Rizz-ume. Through this digital experience, users can design, customize, and share their unique version of self-expression with the world. Select Rizz-umes will be spotlighted by NIVEA, offering winners unique opportunities and exciting experiences.
Commenting on the campaign, Shweta Dalal, Marketing Director, NIVEA India added, “With every edition of NIVEA Soft Fresh Batch, we aim to mirror the evolving language and aspirations of youth culture. Gen Z no longer believes in box-ticking resumes – they’re building stories that reflect who they truly are. This season celebrates how they blur the lines between passion and profession, turning creativity into a way of life. With Rizz-ume, we’re not just speaking to youth culture – we’re learning their language, while strengthening our connection with the beloved NIVEA Soft, known for its lightweight hydration and versatility. She adds further, “The AI integration also truly stands out, it brings a level of personalization and engagement that resonates perfectly with today’s digital first audience. It’s not just innovative, it’s on-brand and future ready. I’m thrilled to see the excitement it’s generating and how organically it’s being shared across media handles. Let’s keep the momentum going!”
Apoorva Mukhija, aka The Rebel Kid, shared, “The NIVEA Soft Fresh Batch campaign truly appreciates people for just being themselves, and that’s something I’ve always stood for, both as a person and as a creator. I loved the ‘Rizz-umes’ people made; for once, I got to see such a fun side of my audience too!” Sufi Motiwala added, “I really love it when brands create campaigns that let you actually interact with your audience. I’m super excited that through the NIVEA Soft Fresh Batch, I’ll get to meet a fan in person and get to know them up close, see their quirks, their confidence, their Rizz.” Echoing the sentiment, Ankush Bahuguna said, “NIVEA Soft Fresh Batch campaign is such a fun and fresh concept, celebrating people for their quirks and most importantly, their individuality. Everyone has their own ‘Rizz’, that little thing that makes them who they are, and this campaign is all about embracing that with pride and a smile.”
Anurag Sachdeva, Founder & CEO Xtendr said: “Partnering with NIVEA India on NIVEA Soft Fresh Batch 2025, we created Rizz Dikhao, Rizz Banao- an AI-native experience that turns each user’s vibe into visuals and words within seconds. Powered by Xtendr’s proprietary AI layer, it gives users a canvas for instant self-expression. In today’s world, technology isn’t optional- it’s the engine that makes ideas personal, instant, and scalable for Gen Z. This collaboration reflects what we love doing at Xtendr- making technology invisible and imagination effortless.”
