Consumer Behavior
Reginald Jones
D03342926
Consumer Behavior
Week 7- Course Project “Nivea Active 3”
Market Analysis
As one of the leading international skin care companies we are close to consumers, offering them compelling, innovative products. With more than 125 years of experience in skin care and one of the world's most modern research centers, Beiersdorf stands for innovative and high-quality cosmetic products. Our brands are trusted universally - from NIVEA, one of the world's largest skin care brands (1). The company has introduced a men’s product called NIVEA FOR MEN Active 3. The strategy of the company is to promote a product that is easily accessible and gives the consumer added value by providing added solutions to everyday life.
NIVEA FOR MEN Active 3 is a refreshing shower, a moisturizing shampoo and a foaming shaving gel all combined in one product with a refreshing citrus scent. The revitalizing gel with advanced MICRO TEC-Technology develops into a generous foam that offers mild cleansing for body and hair, allows for a comfortable yet thorough shave and leaves the skin clean and smooth. Thanks to our Micro-Tec technology, this advanced formula combines high-tech polymers and essential nutrients. The caring nutrients are provided by avocado and sunflower oil extracts. These lipids help restore moisture to the skin making it feel smooth. At the same time, the high-tech polymers create a generous lather, which allows the razor blade to glide gently – giving you a comfortable yet thorough shave. (1).
NIVEA for MEN formally announced the new Active 3 June 29 2009, an innovative three-in-one shower agent combining body wash, shampoo and shaving gel in one bottle (2). The introduction of this product can be seen as an induction from a growing trend in men’s use of liquid soap as well as overall personal care. The liquid body soap market grew to $733 million in 2008 from $480 million in 2003, an increase of 53 percent, according to Mintel, which
D03342926
Consumer Behavior
Week 7- Course Project “Nivea Active 3”
Market Analysis
As one of the leading international skin care companies we are close to consumers, offering them compelling, innovative products. With more than 125 years of experience in skin care and one of the world's most modern research centers, Beiersdorf stands for innovative and high-quality cosmetic products. Our brands are trusted universally - from NIVEA, one of the world's largest skin care brands (1). The company has introduced a men’s product called NIVEA FOR MEN Active 3. The strategy of the company is to promote a product that is easily accessible and gives the consumer added value by providing added solutions to everyday life.
NIVEA FOR MEN Active 3 is a refreshing shower, a moisturizing shampoo and a foaming shaving gel all combined in one product with a refreshing citrus scent. The revitalizing gel with advanced MICRO TEC-Technology develops into a generous foam that offers mild cleansing for body and hair, allows for a comfortable yet thorough shave and leaves the skin clean and smooth. Thanks to our Micro-Tec technology, this advanced formula combines high-tech polymers and essential nutrients. The caring nutrients are provided by avocado and sunflower oil extracts. These lipids help restore moisture to the skin making it feel smooth. At the same time, the high-tech polymers create a generous lather, which allows the razor blade to glide gently – giving you a comfortable yet thorough shave. (1).
NIVEA for MEN formally announced the new Active 3 June 29 2009, an innovative three-in-one shower agent combining body wash, shampoo and shaving gel in one bottle (2). The introduction of this product can be seen as an induction from a growing trend in men’s use of liquid soap as well as overall personal care. The liquid body soap market grew to $733 million in 2008 from $480 million in 2003, an increase of 53 percent, according to Mintel, which