Beiersdorf is to consolidate its dominant position in the men’s skincare market with the launch of its first Nivea for Men acne-control products.
The Nivea for Men Oil Control line will include a face wash, shaving gel and moisturiser. The range, which will be sold in petrol-coloured packaging, will be in supermarkets and chemists from September.
Advertising plans for the launch have not been disclosed, although there will be sampling and a viral campaign. The range will not be marketed directly as an acne-prevention measure, boasting instead more cosmetic benefits such as the prevention of unsightly, shiny skin.
Competition in the acne market has intensified recently. In February, Clearasil tried to ditch its acne-control image with the launch of Total Control. This coincided with L’Oréal’s entry into the market with a cosmetic positioning for Dermo-Expertise Pure Zone (MW February 27).
Nivea will roll out a number of other products in September as part of its autumn campaign. Both the Nivea Body and Nivea Hand ranges are to be extended with a Night Renewal cream, which moisturises skin while the user sleeps.
Nivea Body & Soul Oil will also be launched in September. The moisturising oil contains relaxing scents such as lavender, cardamom and tangerine, and can be used as part of a daily beauty routine or as an occasional “pampering” treatment.