Nivea lightens up Indian women

Nivea, which completes 100 years in 2011, is making a strong attempt to capture the Rs 4,000

crores skincare market in India by going to smaller towns and cities. The group aims to expand in Tier II and III cities to increase its sales and distribution. Earlier an Indian company, J L Morrison, owned the brand license for Nivea. But in 2005 it became a 100 per cent subsidiary of Germany-based cosmetics and toiletries giant Beiersdorf AG. Nivea has been available in India since the 1940s, but in the past six or seven years has been available in so many different formats and variants. Its target group in India is men and women 20 to 35 years old who are active on the social circuit.

Among its innovative products for the Indian market is a deodorant for women, whitening, which is meant for correcting darkened underarms caused by waxing, shaving and use of hair removal creams. Skincare as a category has many segments, including men's deodorants, women's deodorants, the moisturizing segment, cold creams (predominantly used in winter), body lotions, and a whole range of whitening, anti-aging and face wash products. Emerging niche sub-categories further include lip care and under-eye care.