Beauty in Kind.

Nivea makes a strong case for kindness and redefines what it means to be soft.

Being soft is not being weak—that’s the concept driving Nivea’s refreshingly sweet campaign and the motivation behind its partnership with Kindness.org, the research-led nonprofit dedicated to educating and inspiring people to choose kindness.

With the launch of Rethink Soft, Nivea, a brand long known for making skin softer, shows its heart and purpose in an effort to combat the negative connotations of what it means to be soft. By turning the tables on the pejorative, #RethinkSoft elevates soft as an extension of kindness and a precursor to compassion, empathy and strength, and reimagines a world where kindness makes us stronger together.