Dubai, 10March 2015: The NIVEA Take Care Out There campaign is agroundbreaking initiative from the worlds no.1 skin care brand, aimed at raising awareness of the brands skin care products and their effectiveness in skin protection from the suns harmful UV rays.

Thanks to the innovative techniques of artist and director Thomas Leveritts and his use of UV videography, NIVEA Sun has captured the usually non-visible effects UV rays have on the skin. The video also highlights in a unique fashion the effectiveness of NIVEA products in protecting against UV rays as well as reversing the effects of UV rays. This technique can therefore be used to help people properly apply sunscreen to protect the health and beauty of their skin.

UV videography enables consumers to seethe non-visible UV part of sunlight, while also showing us the interaction of UV light on the skin. Usually, this part of the sun spectrum is blocked in consumer cameras. Thomas used a modified camera and filter set-up to get the UV light only, giving us the images we were looking for andallowing us to develop products that fit consumers needs.

Although the technology isnt new to the team at NIVEA Sun, Thomas was able to artistically, but also realistically show how UV exposure affects the skin and how sun protection can help minimise the risks. What stands out in Thomas emotional video is the authentic reaction consumers have to both exposure and protection shots. You can see the video here How the sun sees you, which has already garnered close to 1.5 million views in the Middle East in less than a month.

There are still many people who do not protect their skin sufficiently from UV rays or dont use sunscreen at all and we want to make sure that consumers in the Middle Eastprotect themselves against damaging UV light and can fully enjoy every moment out in the sun. Therefore, beach goers can now try the UV technology to see the effects of UV light on skin and how sunscreens can protect skin from UV light that will be available for them at Dubais public beaches starting March for duration of three months.

The global campaign has already has overwhelmingly positive feedback from NIVEA customers. The campaign has also run exclusively on social media up to this point, with a further push to showcase the video on TV stations in the near future, aiming to educate an even larger audience about UV protection and overcoming myths and barriers around sun protection.

What NIVEA SUN aims to highlight the effectiveness of its products in protecting skin, after all we have more than 55 years of skin protection experience. NIVEA skin products combine several UV filters with different absorption maxima to offer the best protection across the entire spectrum of potentially harmful wavelengths, which are all in the UV spectrum. These products range from the light-textured NIVEA Sun Protect & Refresh that give an additional cooling effect, toNIVEAs extra long-lasting, water-resistant kids products.