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.
This story first appeared in the January 7, 2005 issue of WWD. Subscribe Today.
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.