Beiersdorf axes Labello brand in favour of Nivea

Beiersdorf is launching a lip salve under the Nivea brand name, and is axing its Labello range in the UK to concentrate on the new brand.

The move comes despite new research which shows that Labello increased its value share of the UK lip care market by one per cent in 1997.

Called Nivea Lip, the salve will be launched next month. The UK will be the first country to market the new brand. Beiersdorf believes that Nivea is a stronger brand than Labello in the UK. However, a spokeswoman says Labello will continue to be sold in other countries.

The UK lip care market is worth 20.2m. Blisteze is the market leader, with a 15.6 per cent value share of the sector in 1997. Labello had 13 per cent in the same period, according to Datamonitor’s UK Skincare Report.

Natalia Henderson-London, Datamonitor business analyst for cosmetics and toiletries, comments: “Labello is in a good position as the stick sub-segment has been growing.”

In 1993, sticks accounted for 76.5 per cent of the lip-care sector; by 1997 they had risen to 81.2 per cent share.

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