Nivea revamps deodorant range

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.

Latest from Marketing Week

Marketoonist on GDPR

The Marketoonist

Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest 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 will be 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.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

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