NEW YORK — Consumers got a first glimpse of Nivea’s fresh brand message last week in TV spots for new Visage face care products in which the tag line, “Inspired by the Way Skin Works,” made its debut.
Susan Savoie, vice president, Cosmed marketing for the Beiersdorf division, said that Nivea is seizing a position in skin care not currently occupied by any major mass brand. That is, talking about a healthful direction in skin care. “The consumer is really becoming concerned with how products work and how good they are for you,” said Savoie. “Nivea is going to step out with a very wholistic approach.” She added marketing efforts will stress that it is a brand “consumers can feel safe using.”
In 2003, Nivea’s U.S. retail sales reached $180 million for the franchise that includes face, body and men’s products. Savoie declined to provide details, but said in 2004 the brand expects to accelerate sales. “We have been growing in double digits for the last five years and it will be dramatically more than that, particularly in face care.”
As reported, the Visage collection is getting a packaging makeover and has been infused with four new items: an antiaging treatment called Multiple Results, and three moisturizers, Simply Glowing and All Around Protection, the latter in cream and lotion versions. Industry sources estimate $50 million is being spent on the relaunch, which lands in stores this month.
But there’s more. In May Nivea is bulking up some other areas of its business.
To complement its Nivea Body Night Renewal Creme, it is adding a night lotion in 8.4-oz. and 13.5-oz. sizes, for $6.99 and $9.99, respectively. Key ingredients include vitamin F, a fatty acid found in grape seed oil said to have a renewing effect on skin; vitamin H, known as biotin, an ingredient used to restructure and strengthen the upper layers of skin for moisture retention and elasticity, and ceramide, to help form a barrier against moisture loss.
Also new to the body range is Silky Shimmer Lotion for Medium to Dark Skin. Since its launch in 2002, the shimmer lotion had been available only in a light to medium shade. A 6.8-oz. bottle is $6.99.On the heels of launching the mass market’s first antiaging treatment for men with its Nivea Revitalizing Lotion Q10, the brand is adding Fresh Cooling Shaving Gel, Oil Control Face Wash and Oil Control Lotion.
The shaving gel, noted Savoie, gives men a product offering the refreshing feel of an aftershave while they shave — but without the sting of alcohol. The item features menthol and vitamins E and F, to moisturize and maintain skin balance. A 7-oz. can is $2.99.
Oily skin is a condition found in 45 percent of men, according to Nivea data, so the face wash is designed to meet that need. The deep cleanser removes dirt and excess oil and prevents clogged pores. The soap-free foaming gel formula is also said to leave skin without residue. Meanwhile, the Oil Control Lotion features ingredients to absorb oil and reduce shine without blocking pores. The 5-oz. wash and 2.5-oz. lotion are priced $5.99 each.
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews