NIVEA Hair Styling – Double Volume. Double Sensation
CAMPAIGN : DOUBLE VOLUME. DOUBLE SENSATION.
Client Company Name: Beiersdorf AG
Brand Name: NIVEA Hair Styling
CAMPAIGN BACKGROUND & SUMMARY
More than hold
Since ever communication in the volume segment has focussed on volume that lasts (HOLD). It is the one and only driver for this category. The styling market and the volume market in particular are historically dominated by specialised mass-market styling brands (main competitors: Taft, Lóreal Studio Line & Garnier Fructis) on the one hand and small, but highly credible, professional brands on the other hand.
So far, NIVEA Hair Styling doesn't play a major role in this segment. Due to a long heritage of mildness and care, NIVEA as a brand suffers a perceived lack of hold competence (Source: GIM, 10.2007) and especially in the volume segment from a rather weak product offer. The situation got even tougher, because NIVEA Hair Styling had to face a heavy declining in the hair styling market (-5.5%) all over Europe.