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Marketing In Brief

This article was originally published in The Rose Sheet

Executive Summary

Beiersdorf/NIVEA: New Beiersdorf Travel Retail Division is intended to expand the reach of the German firm's NIVEA skin-care brand. Headed by Ilka Schütte and based in Switzerland, the new business will implement a multi-phase travel retail expansion plan, beginning with Europe, the Middle East and Africa, followed by Asia and eventually the Americas. "About 70% of travelers currently make zero purchases in travel retail shops inside airports, as they've thus far been unable to find products that meet their needs and their budget," Schütte says in Oct. 20 release. NIVEA products will be offered in a variety of price ranges "with the particular needs of ... families and charter travelers in mind," the exec notes. More than 65 NIVEA personal-care products and travel sets will be available overall at airports and on airplanes, ferries and cruise lines. Airports in major German cities and in Copenhagen, Istanbul and Vienna will be among the first expansion locations, the firm says, noting that its global strategy is largely based on its recent success expanding travel retail in the Middle East
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