Nivea is hoping to replicate the success of its In-Shower Body Moisturiser with a similar aftersun product.
Like its stablemate, Nivea Sun In-Shower After Sun Lotion is applied and rinsed off in the shower. However, it claims to offer the additional cooling and soothing effects of traditional aftersun products. It is rolling out to Boots this week and other retailers at the end of the month (rsp: £6.28/250ml).
The NPD, which Nivea said had received an “extremely positive” reaction from buyers, was the innovation the aftersun sector had needed for some time, said brand manager Barry Goode, and would help regain lapsed users and attract new ones. Aftersun sales have risen just 0.8% in volume in the past year [IRI 52 w/e 5 January 2014].
Since launching last April, Nivea In-Shower Body Moisturiser had clocked up £4m in sales, and had taken a 2.8% share of the body lotion category [IRI 52 w/e 22 February 2014].
Extending the ‘in-shower’ concept to suncare was a smart move by Nivea, said Lou Ellerton, senior consultant at branding agency The Value Engineers. “It’s an excellent way to encourage consumers to experience the In-Shower sub-brand and should bring some of those consumers into the rest of the portfolio,” she said.
Brand owner Beiersdorf is supporting the launch with a multimedia push. l Beiersdorf has revamped its Nivea Sun Protect & Refresh range with improved formulas. The overhauled line is being rolled out now.
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