Beiersdorf seals lip care entry with kiss of innovation

7/21/2008

NEW YORK —It’s a kiss of skin care on the lips. That’s part of the tag line associated with Beiersdorf’s expansion of its U.S. product portfolio with the launch of Nivea Lip Care, which utilizes “kiss of” on the packaging as a point of differentiation. The product launch marks a significant foray into the lip care market with the introduction of more than 20 SKUs.

“We believe that Nivea Lip Care will perform well in the marketplace, as the category has seen steady sales during the past five years,” stated Nicolas Maurer, vice president of marketing at Beiersdorf U.S.A. “We will drive the product launch with a fully integrated marketing campaign, which engages consumers by focusing on the emotional benefits of the product, marking a departure from the functional messages that we currently see in the marketplace.”

Nivea Lip Care also will benefit from three different facings, Shalini Landau, product manager for Nivea Lip Care, told Drug Store News—the typical checkstand and cough-cold aisle placements, as well as the sun care and body section, where Nivea already enjoys a strong brand presence. “We wanted to capitalize on the strength of Nivea in the marketplace by extending into this new category,” she said. “There is also significant cross-usage between body products and lip care products.”

Nivea Lip Care will have 11 variants and 22 SKUs. Products will be available in both blister card and loose form. Each Nivea Lip Care product provides moisturization along with such additional benefits as relief, protection, color, gloss and anti-aging in a nonwaxy consistency.

The product lineup is as follows:

A Kiss of Moisture essential lip care and hydrating lip care SPF 4 are specifically formulated to provide moisturization and protect lips from dryness. Products are available in a stick format.

A Kiss of Protection sun protection lip care SPF 30 effectively prevents moisture loss and protects lips from sun damage. The product is available in a stick format.

A Kiss of Flavor tinted lip care in cherry and passion fruit provides moisturization while giving lips a hint of color and a fruity flavor. Products are available in a stick format.

A Kiss of Shimmer pearly shimmer lip care provides moisturization along with the pearly shimmer effect. The product is available in a stick format.

A Kiss of Shine glossy lip care gives lips a glossy shine without any sticky residue. The product comes in natural, red and pink shades and is available in a tube format.

A Kiss of Rejuvenation anti-aging lip care SPF 4 enhances the natural fullness of lips and reduces the appearance of fine lines. The product is available in a tube format.

A Kiss of Relief SOS lip care provides instant care for dry, chapped lips while supporting lips’ natural healing process. The product is available in a tube format.

Nivea Lip Care will be available at all food, drug and mass merchandisers nationwide in September 2008 in the cough-cold aisle. Suggested retail price is $3.99 for tube products and $2.99 for stick products.

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