Beiersdorf, the makers of the Nivea skincare range, is launching a new skincare range in the UK called Eucerin to take on Crookes Healthcare’s E45 range.
Eucerin was launched in the US in 1980 and, with 50m sales a year, is the leading dermatology cream. It is also available across Europe. The products include two lotions, a cream and a cleanser.
Unlike Nivea, which is a cosmetics brand, Eucerin will be marketed as a problem-skin product.
Beiersdorf will spend 1m on a UK advertising campaign and will also be sending out 1.5 million samples.
The products are to retail in all pharmacy chains and many independent pharmacies at about 6 to 8.
Landor, the design agency, has been asked to redesign the packaging worldwide to make it more consumer friendly and to give it a “softer” look.