Nivea and Rossmann Launch Initiative in Germany to Tackle Loneliness
Pecohub German drugstore chain Rossmann has partnered with Nivea for ‘Nivea Connect’ – an initiative designed to address rising loneliness among young people in Germany.
As part of the initiative, the partners launched a website, www.unseen-hub.de, on 1 June, offering digital guidance and advice on addressing loneliness.
Nivea and Rossmann aim to reach young people through the low-threshold channel at an early stage.
Raoul Roßmann, spokesman for the management team at Rossmann, commented, “Nivea and Rossmann are linked by a decades-long partnership in retail.
“But we share more than just shelf space – we share the conviction that community is crucial.”
Nivea emphasised the ongoing loneliness crisis in Germany, with more than one in two (53% of) 16- to 24-year-olds saying they often or always feel lonely, according to the global study Nivea Connect Compass.
The Unseen site aims to address the crisis with easily accessible support and practical tips.
As part of the initiative, the partners have also launched a national awareness campaign, supported by a video on social media and online video platforms.
The organisation Krisenchat will also support the initiative with a fundraising campaign.
In addition, it offers free and anonymous digital counselling.
Global Project
Nivea Connect was launched in September 2024, as a global project to support education and the destigmatisation of loneliness.
The project is currently active in more than 30 countries.
Christian Haensch, managing director of Beiersdorf Germany and Switzerland, said, “With Rossmann, we are gaining an important strategic partner for Nivea Connect that actively embraces social responsibility and consistently supports our commitment.
“The partnership enables us to think much bigger – with more reach, better access, and the common ambition to not only achieve selective impact, but also to change something structurally and across generations.”
Rossmann previously supported Krisenchat with a donation of €500,000 for its site in Hanover and plans to donate €1.4 million to modernise several wards of the Child and Adolescent Psychiatry (KJP) department of the Auf Der Bult hospital.
The drugstore chain further highlighted its social commitments with initiatives including its ‘Don’t leave your child alone in the digital space!’ campaign, the ‘Class 0’ project, aimed at easing the transition from kindergarten to school, and further educational projects.
