Nivea named official backstage partner for The Voice UK

The importance of facial cleansing is being promoted by the Beiersdorf-owned skin care brand

Nivea has been announced as the official backstage 'care partner' for British talent show The Voice UK.

As the recognised partner in behind-the-scenes care, Nivea will work with make-up artist, Lauren Murphy, to provide backstage support for the acts and reveal professional skin care tips.

The partnership is designed to highlight the importance of effective cleansing in a fast-paced backstage environment when skin is under bright lights and undergoes multiple make-up looks.

The wider campaign aims to engage consumers through the backstage content found online and via social media, including skin care tips and interviews.

“We’re delighted to be partnering with ITV’s The Voice UK and leading make-up artist, Lauren Murphy,” said Beiersdorf UK's Head of Marketing, Jennie Hylton.

“We’re excited about the prospect of creating a memorable marketing campaign over the new series with the help of The Voice UK acts and Lauren.”