Care without compromise
In a highly competitive market, health and beauty products rely on brand loyalty and consumer trust for returning consumers, as well as confidence in products of the highest quality and regular innovation and responsiveness. Nivea has all of these characteristics, and more
12 July 2018 | 0
As Ireland’s number one face care brand*, Nivea provides a vast range of products for men, women and children and all occasions and seasons. Health and beauty products are a segment that has benefitted greatly from social media in terms of marketing, with word-of-mouth and non-commercial celebrity endorsement sometimes proving far more effective than traditional marketing and advertising.
That said, Paddy Carmody, marketing manager Ireland for Beiersdorf, Nivea’s parent company, says that the brand is more so dedicated to responsibility in its communications, and that impeccable information and advice will always come first ahead of clicks or endorsement. See below for his full interview, but first, we took a closer look at some of Nivea’s latest innovations.
Complete cleansing care
Created to offer easy make-up removal, skin cleansing and care, the Nivea cleansing range delivers the complete experience, thoroughly cleansing the skin while gently caring and protecting its delicate moisture balance. Products are dermatologically and ophthalmologically approved. The collection is now available in pharmacies and grocery stores nationwide. Importantly, Nivea is recommended by nine out of ten make-up artists** and was the winner of Product of the Year (POTY) in the UK and Ireland 2017.
The range includes the following products:
Nivea Daily Essentials Sensitive 3 in 1 Micellar Cleansing Water
This award-winning product has an innovative formula which cleanses and removes make-up from the face and eyes, while moisturising the skin in one simple step. It respects the skin’s natural balance, requires no rinsing and is free of perfumes, colourants and parabens. Thanks to the special micellar technology, it is an especially mild yet effective cleanser suitable for sensitive skin.
- Nivea Daily Essentials 3 in 1 Cleansing Micellar Wipes
Soaked in Nivea’s Caring Micellar Water, Nivea Daily Essentials 3 in 1 Cleansing Micellar Wipes cleanse and tone in the most efficient and effective way by trapping even the smallest particles of dirt and make-up like a magnet. The superior cleansing technology allows oil, dirt, and even waterproof make-up to be easily absorbed without harming the skin’s natural barrier and simultaneously protecting the eyelashes and skin. Infused with Vitamin E, the wipes leave the skin feeling cleansed and nourished, while the smooth texture further ensures that the product does not irritate even the most sensitive skin.
Nivea Daily Essentials Double Effect Eye Make-Up Remover
This “wonder product” benefits from a gentle bi-phase formula, which effectively dissolves eye make-up while caring for eyelashes and the delicate skin around eyes. The ‘oil phase’ is designed to remove waterproof mascara and eye make-up without irritating the sensitive eye area. The ‘aqueous phase’ is formulated to protect and care for lashes without leaving any oily residue. The highly effective but caring formula is also enriched with cornflower extract which is known for its anti-inflammatory and soothing properties. Dermatologically and ophthalmologically approved, it is suitable for all skin types and contact lens wearers.
*(Source: Euromonitor International Limited; Nivea by umbrella brand name in the categories Body Care, Face Care and Hand Care; in retail value terms, 2015.
Beiersdorf UK Ltd calculation based on data reported by Nielsen through its Retail Index Service for the Female Face Category (Beiersdorf UK Ltd defined) for the 52-week period ending 05.11.2017 for the Irish market. (Copyright 2017, The Nielsen Company.)
**(Source: PiU UK 2016 91% of 100 professional make-up artists agreed)
Refresh and revive
Nivea has also introduced its new Urban Skin skincare series, a simultaneous protective shield and self-defence course for the skin. It helps the skin protect and defend itself against damaging external influences.
The Urban Skin series utilises organic green tea extract and hyaluronic acid. As well-researched and authenticated capturers of free radicals, these special, enormously high-performance antioxidants helps exert diverse positive effects on the skin.
The range consists of a protective day cream, a strengthening night cream, and a cleansing mask that cleans deeply into the pores. The expanding range also includes two brand-new Urban Fresh Refresh and Revive shower gels, enriched with natural anti-oxidants. Their invigorating fragrances rejuvenate the senses, helping to revive after a long day. Enriched with natural anti-oxidants, the refreshing gel formula transforms to a rich lather nourish the skin, leaving it feeling cleansed and healthy.
Nivea’s Urban Skin Defense Day Cream is a refreshing and light formula with organic green tea extract, hyaluronic acid, sun protection factor 20 and strong protection against UVA light. These elements help prevent light-induced premature skin ageing.
The Urban Skin Detox Night Cream is also formulated with organic green tea extract and hyaluronic acid. These ingredients assist the skin’s natural biology by supplying the skin with intensive moisture and highly effective antioxidants. As a result, the skin can actively regenerate itself and receives new energy overnight for a fresh and healthy-looking complexion.
Finally, the 1 Minute Urban Skin Detox Face Mask is specially designed to target those microscopic dirt particles, unavoidable in the urban air. These can be as tiny as 20 times smaller than the skin’s pores! To fight these, the 1 Minute Urban Skin Detox Face Mask works like a magnet to attract oil, sebum and dirt out of the skin, enabling it to breathe freely again.
Q&A with Paddy Carmody, Beiersdorf marketing manager Ireland
Q. Brand loyalty plays a major role in the health and beauty segment. What does Nivea do in its products and promotion to ensure repeat purchases?
At Nivea, we say ‘we are skincare’. By that we mean we provide skincare for everybody, everywhere, every day. There is no better way to encourage brand loyalty than creating products that consumers love. At Nivea, by listening to our consumers, we produce what the consumer wants.
Also, we work with some fantastic partners such as Liverpool FC and The Voice, which help us create mass awareness of our new products. For example, we work closely with some incredibly talented celebrity make-up artists on The Voice; who better to listen to about great cleansing products than the professionals!?
Q. Social media has revolutionised how health and beauty products are marketed, with “influencers” arguably being more effective than traditional advertising. Has Nivea explored this area?
This is an interesting one, because social is growing exponentially and with it, media investment. However as one of Europe’s most trusted brands, it is our duty to ensure that we are being responsible in all our communications. For example, Nivea Sun is Ireland’s number one sun brand, and we insist that we educate Irish consumers wherever we can about the dangers of the sun, while also offering up advice on how to be sun smart. You would never see us working with influencers who don’t do the same thing; to us that is irresponsible.
Some of the best exposure we get from influencers is unpaid endorsement. For example, when Meghan Markle revealed she uses Nivea Body Q10 firming lotion, it sold out in nearly every store in the UK and Ireland! This was an entirely organic story.
Q. As autumn/winter 2018 approaches, what new or revised skincare or beauty products for men and women are set to appear on shelves?
It always seems strange to be talking about winter during summer, especially with the current weather providing such a great opportunity to demonstrate our latest Nivea Sun products! We have received fantastic feedback on Nivea Sun Roll-on and Nivea Sun Trigger spray for kids.
We do have some exciting new products coming to shelves soon, on the back of our hugely successful Nivea Sun-in Lotion Body range (Rose & Argan & Cherry Blossom and Jojoba Oil) and Nivea Body mousses, which launched within the last year. Both have been well received and have helped increase penetration and frequency into the category, so watch this space!
Q. What new promotional initiatives are planned for the rest of 2018?
Nivea Men is a partner of Liverpool FC; as such, we will be working with the Reds when they come to Dublin for an exhibition game in August. They will help us promote our men’s skincare brand while also creating awareness of our new and exciting men’s body grooming range as seen in the latest Nivea Men/LFC TV campaign.
We will also have the lovely and talented Voice UK makeup artists back to Dublin to run workshops with Ireland’s top make-up artists and up-and-coming influencers. This was hugely popular last year so keep an eye out for that.