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Navigating a beauty brand through unchartered territory is no easy feat, particularly when the year is 1922 and you’re marketing to a male audience that traditionally doesn’t use beauty products. We’re talking about NIVEA’s entry into men’s skincare – that ever-growing sector of the cosmetics industry that is so often overshadowed by its female counterpart.
first made its debut into the worldwide market almost 90 years ago with a humble shaving soap. The first full range didn’t appear on shelves until 1986. Since its introduction to the Australian market in 2000, NIVEA FOR MEN has become the country’s number one men’s face care brand. Given it was the first men’s cosmetics brand to land in Oz, its ability to maintain such a strong market presence is testament to NIVEA FOR MEN’s brand power and industry strength.
It was difficult to launch a range of skincare products that would appeal to men, as facial moisturising was a new daily routine that was not seen as particularly masculine,” says NIVEA FOR MEN’s senior brand manager Sacha Maybery. NIVEA pioneered the male grooming category based on its deep understanding of men’s skin and a belief that all men have the right to look their best.”
And if you think the science behind men’s skincare goes only as far as women’s products in different packaging, you couldn’t be further from the truth. Men’s skin is about 20 per cent thicker than a woman’s skin, which means greater water retention potential that can give skin a tauter and firmer appearance. Men also have a lower tendency to form wrinkles before the age of 40. But before all the females reading this start cursing their male counterparts, just know that lines appear later in men and when they do, they tend to be deeper.
Men’s skin tends to be oilier than women’s, meaning a different type of moisturisation is required. Furthermore, blackheads and acne are more common and men need products that are formulated to ensure fast absorption without residue. And all those differences are without us even mentioning the obvious: men have more facial and body hair and also produce more sweat.
Given all these requirements in male skincare, it’s no wonder the market is constantly growing. NIVEA FOR MEN has evolved and grown as a successful range of skincare products in 11 years to drive the male grooming category outside of traditional shaving as the only male daily routine,” says Maybery.
In fact, so diverse is the NIVEA FOR MEN brand, it’s divided into four ranges consisting of a total of 22 products, which aim to offer men of all ages and skin needs something to suit their grooming needs. The ranges are Sensitive, Revitalising Q10, Anti-ageing and Extra Moisture and Protection.
Because many men struggle to see the purpose behind a comprehensive skincare routine, it’s not surprising that it’s often the women in their lives encouraging them to use it for the first time. In research conducted by NIVEA, traditionally women are the ones who initiate men’s skincare purchases, with the shopper split roughly 50/50 between male and female consumers. Maybery informs, however, that men are becoming more savvy beauty shoppers. As men become more and more involved with taking care of their appearance, they are starting to visit the shelves themselves, so although women do pick up their man’s products, there are more and more men doing it for themselves.”
Furthermore, when it comes to men’s skincare, shoppers know specifically what they want to buy from the category, meaning brand is of utmost importance, followed by price. Evidence suggests that on most occasions, only single products are being picked up by shoppers, and not across segments.
In it relatively short history, the technology in NIVEA FOR MEN’S skincare products have improved in leaps and bounds, and it’s showing no sign of stopping anytime soon. It comes as no surprise then that NIVEA FOR MEN has recently announced it’s relaunching their Sensitive range, based on new developments in the formulations and to continue to meet the needs of their growing consumer base.
Sensitive skin is a problem more than 40 per cent of men suffer from, and NIVEA FOR MEN has always had a strength in providing products that help to soothe sensitive skin,” says Maybery. She says the latest relaunch comes with an exciting new formulation including the ACTIVE COMFORT SYSTEM, which has an ability to not only soothe irritation but also improve the skin’s defence over time when used in a product regime. The ACTIVE COMFORT SYSTEM works using a combination of chamomile, vitamin E, appropriate moisturisation levels and the NIVEA FOR MEN advanced skin care technology.
The products are enriched with natural chamomile and vitamin E to soothe and moisturise the skin,” Maybery explains. The sensitive range is dermatologically approved, alcohol-free and fragrance neutral.” Maybery says the ACTIVE COMFORT SYSTEM is included in all five products – the cleanser, the shave gel and foam, the post-shave balm and the moisturiser. You can expect to see the new sensitive range makes its way onto shelves from mid June with the communication activity on air in July.
As men’s interest in taking care of themselves grows, so too do the number of brands catering to the market. NIVEA FOR MEN insists it isn’t concerned about increased competition, though. NIVEA FOR MEN hold the majority share of the male face care market and continues to enjoy being the preferred choice for men seeking out male skincare products,” Maybery says. In order to keep the brand fresh and relevant, NIVEA FOR MEN will continue to focus on driving education to men about skincare, bring products out that men have expressed a need for and continue to engage through communication.”
It’s that emphasis on keeping in touch with consumers’ needs both through education and product offerings that Maybery says will allow NIVEA FOR MEN to maintain its position as a brand leader. Through ongoing dialogue with consumers we will ascertain what it is that they need and provide them with the best products we can to ensure they get the best skincare solutions on the market.”