Celebrating Floral Favours With NIVEA’s Escalator Branding This Mother’s Day

Client: Nivea
Sector: Mall Media
Services: Install, Print

NIVEA is a much-loved skincare brand with over a century of history, having been established in 1882 by German pharmacists. In March 2022 NIVEA launched a Mother’s Day campaign in collaboration with Arena Flowers (the UK’s no.1 rated ethical florists), and engaged PressOn to create striking print graphics to celebrate and promote their latest effort to help people to feel good in their own skin.

Printed at our premises in Chatham, Kent and installed by PressOn at the Bullring in Birmingham, this print campaign showcased the success of using architectural focal points to draw attention and alert visitors to fantastic offers they shouldn’t miss.

Nivea escalator


With a global team of 1290 scientists striving to improve products and find new breakthroughs in skincare, NIVEA is one of the worlds’ largest skincare brands, offering 50 products that are used by people daily across 173 countries to keep their skin happy and healthy. Having been committed to animal-experimentation cosmetics production for decades, NIVEA has also dedicated itself to sustainable practices, both in the present and by setting goals for the future.

Nivea escalator

The Campaign

Mother’s Day in the UK takes place on the last Sunday in March, and continuing a now established tradition, NIVEA seized the occasion to run a promotion that was designed to help “treat your no 1”. Teaming up with Arena Flowers – who have a natural alignment with NIVEA in ethical brand values – the skincare brand offered the chance to win a beautiful bouquet of flowers to anyone who purchased two qualifying Nivea Q10 facial skincare products.

By entering the prize draw, NIVEA offered 24 customers a day a sustainable and unique bouquet that is personally arranged and hand-tied by Arena Flower’s florists. With Boots selling the NIVEA products included in the campaign within the Bullring Shopping Centre, PressOn were tasked with drawing attention to this Mother’s Day promotion through the eye-catching application of escalator branding.

Nivea escalator

Print and Installation

Predominantly featuring the colours of blue and white, with striking accents of gold, the graphics used in this campaign were printed at PressOn using our cutting edge machinery – the HP Latex 3600. This machine can print on up to 3.2 m roll width and guarantees superior quality with excellent colour consistency, which was demonstrated beautifully across the full 150 linear meters of this print project.

The escalator graphics were printed onto a substrate of removable clear self adhesive vinyl (versatile material that can be cut into various different shapes and sizes and applied to both flat and curved surfaces), backed with a white high opacity vinyl. This allowed for seamless installation on Wednesday 23rd of March 2022, with the graphics applied to four escalators in the Small Brook area of the Bulling shopping centre.

Nivea escalator

Why Is Escalator Branding So Effective?

Shopping centres are unique spaces, attracting people keen spend some time indulging in some retail therapy and enjoy a day out. As they move through the shopping centre, there are areas where naturally their pace will slow and they will have a moment to look about them. One such area is around escalators, which as an architectural feature also stand out from their surroundings and draw the eye.

With a set of escalator graphics, or a printed escalator branding campaign, brands can capture the attention of shoppers and passers-by, making the most of the opportunity to captivate new audiences and creating a talking point that gets them noticed. If you are interested in discussing the potential of escalator graphics to amplify your campaigns and create great return on investment, get in touch with our team today.

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