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.However, the standout product in Nivea’s spring lineup is a product for the body called Reshaping Treatment, a lotion designed to be massaged into cellulite-prone areas, such as the thighs and abdomen. The act of massage, explained Alexandra Kowcz, vice president of product development and quality assurance for Beiersdorf, increases circulation and absorption of the cream. The product’s key ingredients — coenzyme Q10 and Active Soy — are said to lessen the appearance of dimpled, “orange peel” skin after four weeks of use by mimicking the effects of collagen, which Kowcz describes as “the corset of the skin.” After age 30, women lose 1 percent of their body’s collagen every year, which can lead to cellulite, reported Susan Savoie, vice president of Nivea. Nivea is encouraging women to use the daily treatment product as a regimen and follow its application with a Nivea body lotion. Reshaping Treatment, housed in a 10-oz. jar, will bow in April for a suggested retail price of $12.99. Premiering five years after the introduction of Nivea Body’s Skin Firming Lotion, the anticellulite treatment seeks to grab a slice of the $100 million skin firming market. Faced with cynical consumers, many of whom have been disappointed by unfulfilled product claims in this segment, Nivea is steering clear of false promises. “We will make claims in a credible way,” explained Savoie, adding that marketing messages will speak about improving skin texture against the backdrop of a healthy lifestyle. According to Savoie, anticellulite products have the lowest repurchase rate because they fail to deliver on their strong claims. However, Nivea’s own consumer research shows that 79 percent of women who tested the Reshaping Treatment intend to purchase the product.Savoie added that Nivea has a track record of making good on product claims. Since its launch in 1999, Skin Firming lotion remains the top-ranked product in the skin-firming segment. Industry sources estimate that the lotion has generated $21 million in sales in the mass market, and expect Reshaping Treatment — which at $12.99 retails for about $4 more than Skin Firming — to meet or exceed that amount. Its current share in the body lotions category ranges between 7 and 8 percent. The company expects Nivea Body, helped in part by Reshaping Treatment, to surpass 8 percent in 2005.
“I grew up in New York but I hadn’t really experienced the city in any type of touristy way…This was probably the first museum I really explored and took the time to see,” said @haileybaldwin of the @whitneymuseum. On Tuesday night, Baldwin was joined by Jemima Kirke and more at the annual Whitney Museum Gala and Studio Party, which honored Lorna Simpson, Joanne Leonhardt Cassullo and Beth Rudin DeWoody. See more photos on WWD.com. #wwdeye (📷: @lexieblacklock)
Displayed starting this week at the @fashiontextilemuseum: An exhibition on designer @orlakiely titled “Orla Kiely: A Life in Pattern,” which spans two decades and contains more than 150 pieces. “I want people to come away loving pattern and print. It’s something that makes you feel so good,” said the designer during a preview of the exhibit. Also on show are mood boards, samples, sketches and more. Head to WWD.com to see more photos. #wwdfashion
Exclusive: @dsquared2 signs fragrance licensing agreement with Euroitalia, with the first effort of the new partnership being unveiled in September. The brand will launch two scents – one for men and one for women – in Italy. Read our interview with designer Dean and Dan Caten on WWD.com. #wwdbeauty #wwdnews (📷: @zefashioninsider)
@louisvuitton has officially renewed Nicolas Ghesquière’s contract as artistic director of women's collections. "I am very pleased to open the next chapter of the story I started with Louis Vuitton almost 5 years ago," said Ghesquière, who first signed on to design the French luxury brand's women's line in 2013. Get all the details on WWD.com. #wwdnews #wwdfashion (📷: @giovanni_giannoni_photo)
“I learned then and there that I had to figure out a way in life to maintain and preserve my sense of pride when I felt good about what I did or what I represented or created,” said @saintrecords on how being bullied for wearing capri pants inspired her to be the artist she is today. Knowles was at the 70th Parsons Benefit last night where she outbid the room for a Dapper Dan customized @gucci experience. #wwdeye (📷: @lexieblacklock)
“There’s this amazing braintrust of people who know the whole universe so well. So we talked to them and they gave us more input,” said actor Alden Ehrenreich on playing the young Han Solo in “Solo: A Star Wars Story.” The cast was at NYC’s SVA Theatre last night for an advanced screening of the film, which hits theaters this week. #wwdeye #starwars #hansolo (📷: @aurorarosedecrosta)
@asaprocky spent nearly two hours in a Plexiglas box Sunday night at @sothebys putting himself through a series of “tests” to demonstrate the process of completing his new album called “Testing.” Get all the details and see all the pictures on WWD.com. #wwdeye
“I’ve struggled my whole life to find a bathing suit that fits me that doesn’t look like a maternity bra. I’m proud of the line because it’s an accurate representation of me rather than me putting on someone else’s clothes,” says @atlantabean of her swimwear collaboration with @piaarrobio, LPA X ATL. The two decided on a swimwear collab and increased the industry standard size for the pieces. Read more about the line — and our interview with de Cadenet Taylor and Arrobio — on WWD.com #wwdfashion (📷: Dan Doperalski)