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.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here