Beiersdorf has given its Nivea body care range a retro revamp in a bid to reverse falling category sales.
Inspired by the original Nivea packaging from the 1960s, the “vintage milk bottle look” range sports a brighter logo to create a “clean fresh image”.
The body care market last year fell 5.6% in value [SymphonyIRI 52 w/e 29 December 2012] due to low engagement by shoppers, said brand manager Sophie Rock.
Rolling out now, the five-strong range will benefit from a £1.4m push starting in the spring, including TV.
Beiersdorf has also extended its Nivea Q10 Plus line with anti-wrinkle Energising Day Cream SPF15, rolling out now (rsp: £11.08).