NEW YORK — A host of skin care brands may be basking in the glow of consumers’ fondness for color-enhancing body lotions, but Nivea aims to get noticed by showing its sensual side.
The skin care brand has adopted the tag line, “Touch and Be Touched,” and this summer will introduce a revamped body care collection, complete with three new products.
The additions, slated to bow in June, include Nivea Body Smooth Sensation, Pure Moisture and Essentially Enriched Lotion, a reformulated version of its existing Extra Enriched Lotion.
“Touch is essential,” said Nicolas Maurer, who assumed the post of vice president of marketing for Nivea in November. The French-born Maurer has held various marketing roles at Nivea’s parent company, Beiersdorf AG, including stints in Germany and Kenya.
He noted that Nivea plays an important role in European households and that the smell of Nivea cream is often likened to childhood. “Nivea does not enjoy the same market share in the U.S.,” acknowledged Maurer.
Nivea’s body care offering had dollar share of nearly 6 percent in the U.S. market for the 52-week period ended March 19, excluding Wal-Mart, according to Information Resources Inc.
The brand expects its new sensual positioning, backed by an eyebrow-raising advertising campaign, to improve its standing in the U.S. market.
Nivea hopes its sexy marketing will get people talking about the brand and create an emotional connection with the consumer.
The launch of Age Defying Moisturizer this month introduced consumers to Nivea’s message of “Touch and Be Touched.”
Ads spots for the creatine-laden lotion begin with a woman in a silk dress caressing her decollete, and end with a passionate kiss from her partner. Nivea will go further with the introduction in June of Smooth Sensation, a gingko extract- and vitamin E-infused formula designed for dry skin.
Maurer was mum on the marketing details, except to say the ads would focus on touch between partners. “It is not erotic, it’s sensual. There is a fine line that we don’t want to cross,” he said. “We want to suggest positive moments, but not show them.”
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Maurer hinted that this fall Nivea plans to host promotional events in high-traffic locations to support Smooth Sensation, which launched in Europe more than a year ago.
Pure Moisture, a lighter formula enriched with sea minerals and glycerin, is slated to bow in June. Maurer said Pure Moisture is the second best-selling body lotion in Europe.
Nivea’s Essentially Enriched Lotion has been updated with sea minerals and almond oil, and is said to “transform” dry dull skin into healthy skin in two weeks.
Each of the lotions will be available in two sizes, an 8.4-oz. version for $5.49 and a 13.5-oz. for 6.99.
Industry sources estimate that Nivea is a $250 million brand in the U.S., and body care accounts for $110 million in sales. They expect Nivea’s upcoming body care items and its edgy new positioning to boost sales 15 to 20 percent over the next year.
The entrance of color-building body moisturizers, lead by Jergens Natural Glow, expanded sales of hand and body lotion by 14 percent, to $843.8 million, for the 52-week-period ended March 19, according to IRI. The figures exclude Wal-Mart.
As to whether Nivea will join its peers — Jergens, Olay, Dove and L’Oreal — in the color-enhancing lotions segment, Maurer said, “We don’t like to be second. We always want to bring innovation to the category.” Last year, Nivea launched a similar product in Europe, called Summer Tan Lotion, but has deemed the U.S. market too saturated for entry.