Human Skin Color and Nivea

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I.INTRODUCTION

A.The Company
The Nivea brand is one of the most recognised skin and beauty brands in the world. Nivea now extends to a wide range of products from facial wash, deodorant and shower products. In 1980, NIVEA FOR MEN was launched and it was a hit. In 1993, Nivea For Men developed a fuller range of male skin products. This changed the mind of men who doesn’t use these products. The company research proved that men mainly wanted products that will protect their skin after shaving. Beiersdorf (company that owns Nivea) states its goal as, “to increase our market share through qualitative growth. At the same time we want to further improve our sound earnings performance so that we can fulfil our consumers' wishes and needs with innovations today and in the future. This will give us a strong position within the global competitive environment.” In 2008, Nivea did a relaunch. The company used SMART objectives to make this successful. These are Specific, Measurable, Achievable, Realistic and Time constrained. The Nivea marketing team used research data to know the trends and adopt to it. This is how they managed to increase sales and improve brand image. Nivea For Men aimed for men to trust their product. From the original mind-set that men should consider buying the products, they managed to change it to them actually buying it. Since the brand has always stood for good quality, user friendly and good value for money, the brand made their core values to security, trust, closeness and credibility. These values has been strengthened and got more men to think Nivea For Men as their first choice.

B.Market Offering
1.Product

Face Cleansing
From whitening to smoothening type of facial wash, Nivea offers the right product of every type of skin.

Shaving Gel and Foam
For comfortable shaving, Nivea offers anti-irritation shaving gel and foam.

After Shaving Balm
For men who look for...
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