NEW YORK — Nivea is increasing the flow of its shower and bath products.
The Nivea Shower & Bath line is being expanded this month with the addition of three shower products for a total of seven.
The new items are a 7.5-oz. bottle of 2 in 1 Cleanser & Moisturizer, a 4.75-oz. tube of Exfoliant & Body Oil and a 7.5-oz. bottle of Revitalizing Botanicals, the company’s fourth fragranced shower gel.
All of the new products, which are being shipped this month, have a suggested retail price of $4.99 each. The items are expected to reach a full distribution of 15,000 mass market doors by the end of next year.
This latest move follows Nivea’s effort last year when it relaunched its four-year-old bath line. Originally called Bath Silk, the line was renamed Nivea Shower & Bath.
At that time, the company introduced three moisturizing shower gels and a moisturizing body oil to replace outdated foaming bath additives.
“Since the relaunch, the line has more than doubled its sales,” said Irena Valles, director of business development for Nivea. “We want to keep the momentum rolling. The bath market is still growing, especially the scrubs and washes segment of it.”
Valles noted that the mass market bath category is now roughly $300 million, up about 5 percent from last year.
The scrubs and washes category, which includes shower gels and exfoliators, generated around 30 percent of that volume, or about $100 million. That represents about a 40 percent increase from last year, Valles said.
Industry sources estimated that this year, the Nivea Shower & Bath line will have a retail volume of $5 million to $6 million, and sales next year could reach $8 million, largely due to the additions.
Nivea will spend $2 million on advertising to back the new cleanser for the remainder of this year. The campaign broke in the September issues of magazines such as Self, Shape and Fitness.
To promote trial usage, Nivea will offer a 1-oz. sample of the cleanser packaged with a blue and white sponge for $2.99 from October through the end of the year.
“We feel the two-in-one segment will be very active in the coming years,” Valles said. “It is essentially the same concept as the combined shampoo and conditioner products, which have been very successful.”
The Nivea 2 in 1 Cleanser was created to combine the cleansing aspects of a traditional shower gel with the moisturizing properties of a Nivea skin care lotion.
Valles noted that many companies recently have been launching similar products, such as the Oil of Olay Moisturizing Body Wash and the Caress Moisturizing Body Wash.
“What is interesting about this segment is that these items are sold in the commodities aisles with the bar soaps instead of the HBA sections with the bath lines,” Valles said. “We will be experimenting with where to put our product.”