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Our Answer:
Compelling Innovations.
Most “older people” today are active and feel significantly younger than they really are. No wonder, then, that they do not want to look older than they feel and therefore invest more in skin and beauty care. In these times of demographic change, this target group is gaining in importance – a challenge that we can meet.
Pioneering Product Innovations
Our research and development has a leading position internationally: Not only did we invent the first stable water-in-oil emulsion, our other successes include discovering the effectiveness of ingredients such as coenzyme Q10, alpha-glucosylrutin, creatine, and folic acid, as well as skin stimulation using oxygen. Our great experience in the area of face care has made our NIVEA VISAGE brand the number one in Europe. Internationally, too, we aim to continue building on our outstanding position. For example, in the high-growth anti-aging segment.
Growth with Anti-Aging Products
Our NIVEA VISAGE line offers the perfect anti-aging product for every age group: Q10 PLUS is our answer to the needs of the skin of the 30+ age group, while DNAge is designed to meet the special requirements of women between 40 and 50. The care system NIVEA VISAGE Expert Lift, which was launched in 2008, offers products with a lifting effect for women over the age of 50. This clear segmentation is designed to further increase our share of the face care market – and at the same time satisfy the different needs of our consumers. In the luxury segment, Beiersdorf’s La Prairie range offers exclusive care products for demanding, more mature skin. We have also successfully launched products for older age groups in the medical skin care segment: Eucerin DermoDENSIFYER supports natural skin regeneration for women over the age of 55.
Number 1 in the Male Face Care Market
We are a top leader in the men’s cosmetics market – not only are we pioneers in this sector with NIVEA FOR MEN, but we are also the world leader in men’s face care. Compelling products that are clearly tailored to men’s needs are the recipe for our success. In the anti-aging skin care segment, these include the launch of NIVEA FOR MEN DNAge, which has further expanded our position in the fast growing men’s care market.
