Nice Touch

Beiersdorf is relaunching its NIVEA line in the U.S. and introducing Smooth Sensation with a month-long celebration of touch. A launch event was held in New York earlier this month that included an interactive exhibit and massage. The NIVEA Loving Touch Fund, supporting research into the importance of touch and celebrating organizations that encourage all aspects of positive touch, also was announced. It is certainly not a new thing to tie a product to a fundraising activity, but what do you think is the future of the benefit-linked product launch?