NIVEA Hair Styling - Double Volume. Double Sensation

The challenge for Nivea Volume Sensation was twofold: gain competitive edge over specialist mass market styling brands by persuading consumers the brand could offer good hold; and significantly raise sales above average in a declining market.

NIVEA Hair Styling – Double Volume. Double Sensation


Client Company Name: Beiersdorf AG

Brand Name: NIVEA Hair Styling

Category: FMCG


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...

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