NEW YORK — One year after unveiling its tag line, “Inspired by the Way Skin Works,” Nivea will introduce three new benefit-laden skin care products — two of which seek to sway consumers toward a new ingredient, creatine, and a...
NEW YORK — One year after unveiling its tag line, “Inspired by the Way Skin Works,” Nivea will introduce three new benefit-laden skin care products — two of which seek to sway consumers toward a new ingredient, creatine, and a third that aims to give women another reason to use body lotion.
Nivea will bulk up its antiaging offering with two more creatine-fortified products, namely Nivea Visage Multiple Results Day Crème with SPF 15 and Nivea Visage Night Serum Concentrate.
The Beiersdorf brand first added creatine to its ingredient list last spring with the introduction of the Nivea Visage Multiple Results (sans SPF). As it has done with coenzyme Q10, Nivea will shoulder the responsibility and cost of educating consumers about the cosmetic benefits of creatine, a substance favored by bodybuilders for its ability to provide energy to skin cells.
Nivea bills creatine as an antiaging ingredient that smooths wrinkles, firms skin and refines pores.
Consumers have proven quick studies on the new ingredient over the last eight months, fueling sales of Multiple Results to $3 million, according to the company.
Like the original Multiple Results, the new day cream and the night serum contain Creatine Complex, which is designed to help maintain the skin’s levels of creatine, which is depleted with age, leaving skin dry or uneven-looking.
After two to four weeks of use, Multiple Results is said to deliver, according to in-house clinical testing, on its claims of smoother, firmer skin. The two new products, which will bow in March and will sell for a suggested retail price of $14.99 each, bring the total number of items in the Multiple Results line to three.
Nivea’s share in the face care category hovers around 3 percent, buoyed by its antiaging products, which have a 5.4 percent share, according to the company. Nivea anticipates its antiaging offering will fuel its overall share in the category to 5 percent this year. Face care is a $1.1 billion dollar category (excluding Wal-Mart), according to ACNielsen. If Nivea grabs a 5 percent share, it would translate to roughly a $70 million worth of business.
To drive home creatine’s benefits and encourage trial, Nivea will employ in-store demonstrations, a strategy that began with this year’s launch of Multiple Results. Advertising breaks in April and includes radio.
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