NEW YORK — Nivea for Men is betting a burst of energy — from a new facial treatment product called Energizing Hydro Gel — will solidify its position as a top men’s skin care marketer in the U.S. mass market.
The formulation, a so-called “quick-breaking gel” designed for fast absorption, is meant to cool while it moisturizes. Key ingredients like mint extracts are used for a cooling effect, while magnesium is employed to support cellular metabolism and taurine is used for moisturization.
“Although the use of moisturizers by men has increased, it’s still not at the level where we think it can be,” said Joseph Venezia, marketing director for Beiersdorf Inc., the parent company of Nivea. “Guys have told us that hurdles to moisturizing are heavy, greasy, oily [formulations] that take too long to absorb.”
Nivea for Men Energizing Hydro Gel, which is priced at $6.99 for 2.5 oz., is expected to be in Nivea’s full distribution network of some 25,000 to 30,000 mass market doors in the U.S. by April. Industry sources estimate the product could generate $10 million in first-year retail sales.
The addition of Energizing Hydro Gel brings the Nivea for Men assortment, which was first launched in the U.S. six years ago, to 17 products. In the last three to four years, the percentage of men who use face care has skyrocketed out of the single digits to a user base of 35 percent of men, according to Venezia.
Given Energizing Hydro Gel’s airtight, pump packaging, Venezia said he hopes the gel will be taken “out of the morning, out of the bathroom. It’s for active, on-the-go men,” he said.
As part of a print ad campaign, at least three key publications will be employed to support the item’s launch. Visuals will appear in spring issues of Maxim, ESPN The Magazine and Rolling Stone, because they “represent the three interests of these [target] guys — girls, sports and music,” noted Ellen Finn, Beiersdorf’s director of media management. There are also plans for television, radio and online advertisements.
Procter & Gamble has appointed makeup artist Lori Hamlin as grooming editor for its oldspice.com Web site. In her new role, Hamlin, who has consulted the likes of Zac Posen, Samuel Jackson and Tyson Beckford, will offer advice and answer readers’ questions about grooming at experienceoldspice.com/voice. When it comes to makeup, Hamlin’s list of celebrity clients includes Stella McCartney, Rachel Perry and Liz Phair.