Taking cues from its European business, Nivea aims to make a big splash in the U.S. market with five products designed to firm, tan and renew skin.
“We wanted to leverage our experience and success in other countries and bring it to the U.S. marketplace,” said Arnisha Hallett-Jones, Nivea’s marketing director.
This March, the Beiersdorf-owned brand plans to introduce Good-bye Cellulite, Sun-Kissed Firming Moisturizers for the body and face, and Visage Q10 Gentle Spa Micro-Dermabrasion Kit to mass retailers.
The Good-bye Cellulite collection, which includes gel-cream and patches, was introduced earlier this year in European markets, including France, Germany and Italy. According to Hallett-Jones, Good-bye Cellulite became the number-one selling product in the anticellulite category in France, where the segment is more developed. Research showed that more than 31 million people are interested in fighting cellulite, but only 1.9 million people have tried cellulite-fighting products, said Hallett-Jones.
“We found that over 29 million women haven’t tried cellulite products, mainly because they never believed in it,” said Hallett-Jones. “We saw a huge opportunity in this segment.”
Nivea found that the anticellulite category in the U.S. prestige market was an $82 million business and products retail at an average of $48 each. The mass market generates a $15 million business and products average $12 each, said Hallett-Jones.
Retailing for $12.99 each, the Good-Bye Cellulite gel-Cream and patches contain l-carnitine, an amino acid derivative found in the skin that is said to help convert fat into energy by fueling cells. The patches are designed to be worn two to three times a week for eight hours to reduce the appearance of cellulite in thighs, buttocks and stomach. According to Hallett-Jones, after two weeks of use, the skin will be firmer and more toned. In four weeks, there will be a visible reduction in the appearance of cellulite, she said.
Nivea declined to comment on sales projections, but Hallett-Jones said she expected the cellulite collection to boost its U.S. business by 10 percent, while first-year sales of new products, including the cellulite line, color-enhancing body and face lotions and a microdermabrasion kit, would drive business up by 20 percent.
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Nivea is introducing Sun-Kissed Firming Moisturizer for body and face, $6.99, designed to firm and gradually tan skin after five days. Available in two shades — fair to medium skin and medium to dark skin — the body moisturizer contains ginkgo extract, which is designed to boost collagen to firm skin, and grape seed oil, an antioxidant, to moisturize. Glycerin and dihydroxyacetone work together to gradually darken the skin.
“We came out with shimmer products a few years ago, but these are the first gradual tanning products that also offer firming. Over the past two years, this category has exploded,” said Hallett-Jones. “Not only are we leveraging our firming expertise, but we’re also offering consumers the benefit of a gradual tan in five days versus seven days, like most tanning products.”
Nivea Visage’s Q10 Gentle Spa Micro-Dermabrasion Kit, designed to improve and refine the skin’s texture, will be available exclusively in the U.S. beginning in March for $19.99. Nivea’s research showed that 90 percent of consumers know what microdermabrasion is, but only 18 percent have tried it because they either don’t understand it, it’s too expensive or it’s too harsh on the skin. The three-step kit, which includes a pretreatment cleanser, microdermabrasion gel and post-treatment balm, is designed to gently rejuvenate the skin, improving skin’s smoothness, softness and glow.
Although she would not disclose details of the upcoming advertising efforts, Hallett-Jones said Nivea had invested an “unprecedented amount of money” into an aggressive campaign, which will include print, television, promotions and sampling, and extensive online initiatives.
“Our market may still be underdeveloped, but when we entered other countries where the category was already very developed, Nivea came in and became number one,” Hallett-Jones said. “We see the opportunity these categories represented.”
TV and print ads for Sun-Kissed Firming Moisturizer and Good-bye Cellulite are slated to break in April. Nivea will support the microdermabrasion launch with print ads that will also break in April. As part of the sampling program, about five million Good-bye Cellulite products will be distributed.