Nivea boost for deodorant wipes market

Beauty giant Nivea is entering the nascent UK deodorant towel market, with the launch of Nivea deo-wipes early this year. The line is a challenge to the dominance of Unilever’s Dove and Sure deo-wipes.

Nivea wipes have been on sale in other parts of western Europe, including Turkey and Croatia, since last year. The German company, owned by cosmetics company Beiersdorf, appointed FCB Worldwide in May to handle the European ad launch for the wipes. FCB Worldwide also created launch ads for the wipes in Australia.

The Nivea wipes will be available in different packages for men (white) and women (blue). Each pack will contain eight separate wipes.

The launch of Nivea deo-wipes will coincide with the launch of the brand’s lipstick-sized deodorant stick. The stick, claimed to be the world’s smallest, will arrive in the UK in April (MW last week).

In the UK, Banks Hoggins O’Shea/FCB handles the Nivea for Men range. Last year the range was advertised on TV for the first time since its UK launch three years ago (MW June 7, 2001).

Beiersdorf’s Nivea Sun range, Nivea Visage Skin Care range and the Lip Care range are handled by TBWA/ London. Media is through Carat.

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