Nivea's local focus now on men's market

Nivea's local focus now on men's market.

Beiersdorf (Thailand), the distributor of Nivea for Men and skincare products for women, announced it would give priority to its body-lotion product line and Nivea for Men, because these are expected to receive recognition as top brands in the skincare market for both genders this year.

Associate marketing director Thanachai Chaikittivanich did not reveal the exact figure of the marketing budget for this year but said it would be higher than last year's Bt300 million.

He said Nivea's body lotion was ranked No 2 in the Bt5.9-billion body-lotion market, with a 22.5-per-cent share. The market leader is Citra at 23 per cent market, and third is Vaseline at 22 per cent.

Bt500 million out of the Bt5.9-billion skincare market belongs to the men's segment, of which Nivea has an 80-per-cent market share. The company's strategy is to focus on the two product lines while launching about 20 new products, conducting marketing campaigns and advertising through several media channels.

Its latest campaign, being held this month and next, is to grant customers who are dissatisfied with Nivea for Men's Whitening Moisturiser a cash refund during that period. The budget for the campaign is Bt20 million. Thanachai said the campaign would help the company become the market leader. Another big campaign will be one for men's body lotion.

Thanachai said the company also planned to launch a new category in the men's skincare next quarter.

Beiersdorf has three products in the men's skincare segment: moisturiser, cleanser and shaving cream. Sales from Nivea for Men represents 30 per cent of its overall sales. By concentrating more on this segment, the company expects the proportion to rise to 35 per cent.

Last year, Beiersdorf generated Bt3 billion in revenues, representing 15-per-cent growth. This year, it expects more double-digit growth, but Thanachai declined to give a figure.

Nitida Asawanipont

The Nation
Thursday January 11, 2007