Beiersdorf Proposes “Million Moments Of Touch” With New Products
This article was originally published in The Rose Sheet
Executive Summary
Beiersdorf is introducing new products under its Nivea brand that boost skin’s moisture, promoting them with a campaign encouraging a “million moments of touch.” Products feature firm’s Hydra IQ technology, which allows moisture to flow through deep layers of the skin.
Hamburg, Germany-based Beiersdorf AG looks to expand its “touch and be touched” skin-care platform with a group of new products aimed at bringing people closer together.
“Society is so technology-driven, which is great, we communicate with each other more,” explained Public Relations Manager Leslie Kickham. “The downside is that we’ve lost some of that physical touch that people used to have.”
Nivea Men Energy Gel Moisturizer
Beiersdorf aims to restore some of that intimacy with new products designed to increase skin’s moisture.
“It’s a quest essentially over the course of this year to encourage a million moments of touch,” she said in a recent interview with “The Rose Sheet.” “In order to do that, and encourage people to touch more, we have a whole host of products we’re introducing that will make people’s skin soft and smooth and make you feel more confident so you’re touch-ready for those moments of touch when they come.”
One of the ways Beiersdorf is inspiring these “million moments of touch” is by featuring Hydra IQ technology in new products for its Nivea brand.
According to Kickham, the technology helps to open water channels within the skin “so you have more water flowing and more moisture is able to flow through the deeper layers of the skin.”
Hydra IQ drives the firm’s Nivea Extended Moisture Daily Lotion ($7.99), which provides 48 hours of continuous moisture, helping to relieve dry and tight skin, the brand says.
“It supports the skin’s own hydration network and delivers moisture where skin needs it,” according to the firm.
Showering after using the lotion does not dilute the 48-hour claim, Kickham noted.
“It’s a really nice formulation. It’s not too thick, and the Hydra IQ allows for a nicer touch in terms of the texture and the absorption of the product,” she said.
Other Nivea launches featuring Hydra IQ include Extended Moisture Body Crème, Extended Moisture Hand Cream, Skin Firming Moisturizer, Powerfruits Shower Gel and Touch of Renewal Lathering Body Scrub.
In a recent earnings call, Beiersdorf CEO Thomas-B. Quaas said the firm was narrowing its business focus to concentrate on skin care (Also see "Post-2011, A Slimmer, Skin-Care-Focused Beiersdorf Emerges" - HBW Insight, 12 Mar, 2012.).
“Accustomed To Their Own Products”
With the men’s personal-care market growing at a rapid clip, Beiersdorf is expanding its Nivea Men line with new products designed to address male skin-care preferences and needs.
“Men are getting more and more accustomed to having their own products,” Kickham explained. “They have their own needs too. Men’s skin is different, it’s thicker. … Just using the body lotion that was in the cabinet doesn’t necessarily work for them these days.”
Beiersdorf is introducing a new body lotion in two variants, Maximum Hydration and Express Absorption, for $7.99 apiece.
Express Absorption is aimed at men “who don’t want to be slowed down” while waiting for lotion to soak in – a common male complaint, according to the exec.
The products are “three-in-one,” formulated for use on the body, face and hands.
“It’s hard enough to get [men] to use moisturizing products on a regular basis,” Kickham said. “So products have got to be efficient, they’ve got to do a lot of things.”
New Nivea facial gel moisturizers, in Energy and Sensitive varieties, are priced at $8.99 and $5.99, respectively. Energy features coenzyme Q10 to “support the skin’s antioxidant defense,” as well as creatine, to “give tired skin an instant boost of energy.”
The brand is also adding to its shaving stable, introducing foam-based shaving products for the first time.
Nivea has offered shave gels for years, but augmenting the lineup with a foam form could capture more of the market, Kickham explained.
“Men sometimes say ‘I only use a foam,’” she said. “They will not try something that’s not in the form they like to use. … Now they have an option from Nivea.”
The shave foams come in Extra Moisture, which “provides an ultra foam lather to give skin the extra moisture needed to protect against nicks and cuts,” and Sensitive, which “improves skin’s defense over time.” The products retail for $2.49 apiece.
For the shower, Beiersdorf introduces a three-in-one Relax gel body wash ($4.99) for body, hair and face, “great for when guys just want to throw one thing in their bag for the gym,” Kickham noted.
The product features Hydra IQ technology as well as “microparticles” that burst and dissolve on skin, softly massaging skin and producing a relaxing effect, according to the firm.
To promote its men’s lineup, Beiersdorf intends to appeal to both men and women.
Both sexes tend to purchase men’s grooming products, and women often influence men’s buying decisions, according to Kickham.
“In the past, we’ve marketed [exclusively] to men,” she said. “This year, we’re taking a different approach; we’re really speaking to the women about these products. If you want your guy to smell good, if you want him to have moisturized skin or smoothed skin, these are products that can help.”