Nivea poised to broaden product portfolio

by Alison Donnelly, Marketing 12-Aug-08, 08:43

LONDON - Nivea is planning a raft of product launches as it gears up for the key pre-Christmas sales period.

The Beiersdorf-owned brand will roll out several products in the UK from next month. It is also planning brand extensions to its Nivea Deodorant, Visage, Body and Sun ranges in 2009 and will back the product lines with marketing campaigns over the next few months.

The brand will launch the first of the additions to its portfolio, Lip Kiss, a lipcare range, in September. In October, it will roll out Expert Lift, a variant of its Visage brand that will be sold in several formats including a night range and beauty tonic.

The products will be promoted through a roadshow across the UK, offering consumers free skincare consultations and product samples.

The campaign will target shoppers near stores where the products are on sale; Nivea will also run tie-in competitions through touch-screen terminals.

Nivea recently appointed experiential agency Sledge to promote the product launches.