Agency: FCB Group Malaysia

Campaign Strategy

FACING THE FACTS ABOUT MALE FACIAL CARE

While men may be opinionated and competitive about many topics, exhorting the benefits of a regular facial care regime simply isn't one of them.

Bucking the global rise in male skincare appreciation, only 60%1 of Malaysian men reportedly used facial cleansers. And even then, only sporadically in reaction to unsightly facial skin conditions (such as acne) suddenly flaring up.

This blasé attitude made securing constant, repeat purchases difficult for NIVEA MEN as most of these users were ambivalent to brands, typically opting for the cheapest one as a quick fix.

The Challenge

With a 17%2 market share, NIVEA MEN remained behind Garnier Men (34.9%2) and Men's Biore (21.6%2) who have lower price points by 20-35%2 and constantly resort to promotions to maintain their market share.