Nivea, the Beiersdorf-owned beauty brand, is overhauling its deodorant range in a bid to take on market leader Unilever-owned Sure. The new strategy aims to reassure consumers that the range is as effective as other brands.
The company is spending £5m on a revamp of the packaging and a major new campaign. It is the first major focus on the brand since it was launched in 2002.
The campaign will focus on Nivea’s “24 hour protection” against sweat and odour after research showed consumers thought the deodorant range was less effective than its competitors.
The range includes a male and female line of anti-perspirant sprays and roll-on deodorants. The German company will introduce new fragrances and formulations across its Dry and Fresh variants with added minerals and ocean extracts that help to absorb sweat.
Nivea plans to increase the distinction between its male and female ranges as it focuses on boosting sales of its men’s products.
The relaunch will be supported by an integrated marketing campaign developed by Draft FCB and it will build on its “workaholic” executions, which aired last year.
Last year, rival Sara Lee-owned Radox introduced a range of unisex deodorants under its Daily Elements brand with a £5m launch.