Nivea enters milk face wash category, aims to be No. 2 in the segment: MD Neil George 

Apart from roping in actor Taapsee Pannu, George, Managing Director, Nivea India, said a significant investment has gone into market positioning, branding and pricing

e4m by exchange4media Staff
Updated: Mar 6, 2019 9:31 AM

Nivea on Tuesday launched its first range of face wash with the focus being on urban consumers in India where the market size is Rs 4,000 crore. 

Nivea is introducing a range of milk-based cleansers for different skin types developed in India for the Indian consumer. Nivea Milk Delights, which comes with home-remedy ingredients, comprises of four variants to address the needs of dry, oily, sensitive and normal skin.

Speaking at the event, Neil George, Managing Director, Nivea India, said: “The Indian consumer is unique. We were surprised that there isn’t a single product that addresses the basic needs of a healthy looking skin. Nivea Milk Delights is a revolutionary approach in the face-cleansing category with a solution that addresses Indian skin requirements with the goodness of milk and natural ingredients.” He further said that the company aims to be the number 2 in this segment which is currently dominated by Himalaya's Neem Face Wash and Clean and Clear from the house of Johnson and Johnson. 

The company has put in significant investments for marketing, branding and promoting the product. “This is going to be the biggest launch for Nivea India this year. We are spending heavily on market positioning, branding and market pricing and this includes investments in stores, media. The media campaign for the product will go on for another four to five years, George said. 

Over and above all that, the company has roped in actor Taapsee Pannu as the brand ambassador. Championing our foray into the highly competitive face care segment, is Pannu, an acclaimed Bollywood star, who truly represents Emerging India. She is confident, authentic and caring and these are the values that resonate perfectly with Nivea,” George said.

Nivea is launching a show that will be hosted by Tapsee Pannu where she will give people skincare tips and suggestions. On the importance of content marketing in the beauty and healthcare segment, George said consumers have been looking for “serious healthcare advice or hacks for healthy skin”. “Women either look up on YouTube or go by word of mouth about a certain product. Since Nivea India is No. 1 in skin and healthcare products, we therefore decided to go for content for consumers from where they would get the right advice on specific inquests.”

George pointed out that there has been an untapped market for healthy skin and what the present players are tapping onto are specific ingredient-oriented ones. “Nivea has ensured that the product Milk Delight – the first ever for the German major — runs the tag line ‘Healthy looking skin’ targeting young urban women consumers. We believe that the synthesis of milk and natural ingredients would cater to consumers looking for healthier skin.”

Talking about how the product was conceptualised, George said it was an outcome of extensive research into different Indian skin types, local home remedies and understanding of healthy skin. It took three years to come out with the final product, he said. 

Amidst the already established range of premium face washes available in the market what makes Nivea’s Milk Delight the most sought after product, George said, is the unique blend of Science and tradition. “Milk has a natural cleanser. The fats in milk remove excessive oil and dirt and maintain the skin’s natural moisture. Milk is combined with traditional home remedy ingredients such as rosewater, gramflour, saffron and honey to provide face wash solutions for different skin types,”  he added.

The products which are aimed at upwardly mobile women in the urban areas are priced at Rs 85 for 50ml and Rs 165 for 100ml. "The pricing is neither premium nor value. It lies in between and hence is pocket-friendly.” He said the company has ensured the price would suite the pockets of the segment which primarily consists of students, working women and mothers. 

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