Making that Connection, Nivea shows some love for the GRAMMYs

By Laura Medina

Professor Kory Floyd's Touch Data.

Knowing that the GRAMMYs and Valentine's Day are only two days apart, Nivea decided to show both of them some love by throwing a polite Valentine's Day luncheon/lecture on the importance of touch and skin care then throwing a smashing bash, celebrating the GRAMMYs.

According to Prof. Floyd, the number one requested touch among Americans is kissing. Here's the Nivea Balm Kissing Booth.

In his studies, Prof. Floyd of Arizona State University learned that America is starving from "skin hunger."

People touch their smartphones more often than they do in their relationships. After kissing, Americans are craving hand-holding and hugging...and suffering from the lack of touching.

With decreased touching, people are suffering from depression, weaken immune system, and increased stress. With the skin as the largest organ on the body, touch is one of the only senses that humans cannot live without.

Prof. Floyd said people will more willing to touch if people take better care of their skin condition, softer, smoother skin versus dry, flaky skin and soft, smooth lips.

After learning the findings, Nivea aims to do something about it.

Nivea table-setting for its Million Moments of Touch Movement Giveaway Campaign.

In lieu of Cupid's Day, Nivea is doing a year-long contest where they encourage more touching in relationship by doing a Million Moments of Touch Movement Giveaway, where couples can enter by hitting "Like" on the Facebook page. The winning couple enjoys a getaway for a day or a night and Nivea will take care of everything, including the babysitter.

Setting the mood for the appropriate moment to touch is also important.

This is where music literally comes into play. This is where the GRAMMYs come in.

To honor the importance of music in encouraging human contact and relationships, Nivea, along with Primary WAVE Talent Management, threw a bash for the GRAMMYs.

At the afterparty, there were bowls of Nivea lip balms and mini canisters of Nivea cream with Rihanna on the cover.

As a pre-GRAMMYs/Valentine's treat, they took Jose Andre's Bazaar Restaurant and attendees were treated to made-from-scratch grapefruit marshmallows, chocolate poprocks, cotton candy foie gras, and fresh fruit pastes.

A sweet gesture to the GRAMMYs and making it easier for Cupid...year around.