NIVEA for Men – Summer Look Moisturiser

Following the introduction of a number of self-tanning products in the female consumer mass market, NIVEA sought to take on the challenge of launching a facial tanning moisturiser in the male face care segment too.
  

NIVEA for Men – Summer Look Moisturiser

Client Name: Beiersdorf AGAgency: Draftfcb Deutschland GmbHCampaign Name: NIVEA for Men Summer Look MoisturiserCategory: FMCG

SUMMARY

After the recent successful arrival of a number of sophisticated self-tanning products in the female consumer mass market, the challenge was to launch a facial tanning moisturiser in the male face care segment too.

In this category, the barriers for non-basic products are very high, especially when their effect is presumed to be unsatisfying. The only other competitor who had launched a tanning moisturiser in the male mass...

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