Beiersdorf-owned Nivea is to launch what it claims is the world’s smallest deodorant – the size of a lipstick – in the UK in April.
The new mini Nivea deodorant is only 10cm long and 1.5cm wide. It is already available in some European markets.
According to health and beauty goods buyers, the UK launch of the deodorant will be supported by a TV advertising campaign worth £5m.
Nivea’s other products, including Nivea Sun Range and Nivea Lip Care, are handled by TBWA/London, and Carat handles the media business.
The mini-deodorant will be a premium priced product, with a recommended retail price of between £2.39 and £2.49.
A health and beauty goods buyer says: “Nivea will try to convince deodorant consumers that big aerosol bottles are not really required for everyday needs. Also, it will target the growing out-of-home market, which allows consumers to have the comforts of home while on the go. The lipstick-sized deodorant will be ideal for carrying around in bags and purses.”
Last year, Nivea advertised its Nivea for Men range on TV for the first time since its UK launch three years ago (MW June 7, 2001). The ad, created by Banks Hoggins O’Shea/FCB, was part of a £1.5m campaign to aim Nivea for Men at ABC1, 16to 34-year-old men.
Industry insiders predict that Nivea will launch a range of haircare products in the UK this year. Nivea’s haircare range is already available in Germany and in some Asian markets.