Nivea enters women’s face wash segment

By

Maverick Martins

Published
Mar 6, 2019

Nivea India has strengthened its face care portfolio by entering the women’s facewash segment in India with the launch of its face cleansing category.
 

Nivea launched its first range of face wash products under the brand name ‘Nivea Milk Delights’ which is targeted mainly at the urban consumers. The products are priced at Rs 85 ($1.1) for 50ml and Rs 165 ($2.2) for 100ml.
 
With this launch, Nivea will take on established players in this segment like Himalaya's, Dabur, Patanjali, HUL among others. It expects the new category to contribute 10 percent to its overall revenue over the next 2-3 years.

"The category of face care is roughly 40 percent of the total Indian personal and skin care market put together. We are entering face cleansing which is roughly about 20 percent of the total market and if we get our act right and if our products deliver against the marketing and the product strategies that we have set out then we certainly will come close to that as a contribution to our total business," said Neil George, managing director at Nivea India told CNBC TV18.
 
The German personal care brand owned by the Hamburg-based company Beiersdorf Global AG is banking on its brand ambassador Taapsee Pannu to help establish this new brand in the highly competitive face care segment.
 
Nivea plans to make significant investments for marketing, branding and promoting the product. It will soon be launching its marketing campaign featuring the across all platforms.