Nivea's Foray into the Men's Fairness Cream Market in India*

            


Details

Case Code : CLBS084
Publication date : 2009
Subject : Business Strategy
Industry : -
Length : 02 Pages
Price : Rs. 100

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Key words:

Nivea, Nivea for Men, Men fairness cream, Emami, Fair and Lovely, Fair and Handsome, Fair and Handsome, Menz Active, personal grooming, cosmetics

Note

* This caselet is intended for use only in class discussions.
** More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.

 


Abstract: ICMR India ICMR India ICMR India ICMR India RSS Feed

This caselet discusses the launch of two new whitening products for men by Nivea, a major global toiletries brand, in mid-2007. It talks about the increased interest in personal grooming on the part of men in the early 2000s. It also mentions the other players operating in the men's fairness products market - a small, but rapidly growing segment - in India.

Introduction

In May 2007, Beiersdorf AG, the German company which owns Nivea, a major global skin and body care brand, launched a new line of products under the 'Nivea for Men' name in India.

The Nivea for Men line included two new fairness products - a Whitening Moisturizer and Multi-White Whitening Facial Foam. (In addition to the whitening products, the Nivea for Men line also included Deodorant Aqua Cool, Multi Protecting Facial Foam, Moisturizing Shaving Foam, and Shaving Gel.) The launch of the Nivea for Men line in India marked the company's entry into the male grooming segment in the country.


In India, Nivea had been primarily known for its moisturizing creams. The launch of the new line was supported by extensive promotional activity, including television and print advertising, as well as a large number of point-of-sale activities.

The early 2000s had witnessed an increased interest in personal grooming among men. According to analysts, men were becoming more conscious of their looks, as in the business world as well as in society, a lot rode on how a person presented himself. Ill-groomed men ran the risk of coming across as shoddy and irresponsible...

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