A man's job
Beiersdorf Switzerland, a skincare products company, aims to encourage young men to take care of their skin with Nivea for Men Oil Control.
Care products Beiersdorf Switzerland wants to encourage young men to use facial care with Nivea for men Oil Control. The term male grooming has long since ceased to be limited to shaving foam and aftershave. Since the 1990s at the latest, the stronger sex has also been aware of its softer side and has become an increasingly attractive target group for care products. According to ACNielsen, sales of facial care products for men almost tripled in Switzerland between May 2001 and April 2004. However, compared to the market for corresponding women's products, the current sales volume of men's facial care products is still negligible: around CHF 3 million compared to a good CHF 72 million. Here in Switzerland, the
Mass manufacturers of such products. The market leader is the German Beiersdorf Group with its Nivea-for-men range.
Back in the 1980s, Beiersdorf launched the first nourishing, non-stinging aftershave. Around ten years later, the first face creams for men followed. Today, Beiersdorf occupies around 95 percent of the men's facial care market in Switzerland, compared to 63 percent in its home market of Germany.
According to Philipp Scheidiger, Product Manager at Beiersdorf Switzerland, a target group segmentation revealed that young men in particular are very open to the topic of skincare. Last summer, the Group launched the Oil Control line for oily and blemished skin for this target group, i.e. men aged between 16 and 24. The products have been on the shelves in Switzerland since September 2003. According to Scheidiger, sales have started satisfactorily. "However, the product has greater potential," the Product Manager is convinced. A communication campaign by FCB Leutenegger Krüll should now prove this.
In its implementation, the creative team is following the previous strategy of Nivea for men, which always promises men - more or less subtly - success with the opposite sex. However, the women in the current advertising campaign are not so easily beguiled: They have high expectations of men and, above all, the condition of their facial skin. With pithy headlines such as "Women only want one thing from men", teens and twens are to be sensitized to the care of their skin and bound to the Nivea brand. Scheidiger explains the offensive campaign language with the fact that care products often have to be "forced" on men. After an initial sample, however, the reactions are usually positive. Promo girls, who distribute samples at universities, are intended to establish this initial contact.
Beiersdorf Switzerland sets out to teach young men about skin care. FCB Leutenegger Krüll is helping >> page 8
Nivea campaign: No one can become a womanizer with oily skin.
Simone Keller
Mass manufacturers of such products. The market leader is the German Beiersdorf Group with its Nivea-for-men range.
Back in the 1980s, Beiersdorf launched the first nourishing, non-stinging aftershave. Around ten years later, the first face creams for men followed. Today, Beiersdorf occupies around 95 percent of the men's facial care market in Switzerland, compared to 63 percent in its home market of Germany.
According to Philipp Scheidiger, Product Manager at Beiersdorf Switzerland, a target group segmentation revealed that young men in particular are very open to the topic of skincare. Last summer, the Group launched the Oil Control line for oily and blemished skin for this target group, i.e. men aged between 16 and 24. The products have been on the shelves in Switzerland since September 2003. According to Scheidiger, sales have started satisfactorily. "However, the product has greater potential," the Product Manager is convinced. A communication campaign by FCB Leutenegger Krüll should now prove this.
In its implementation, the creative team is following the previous strategy of Nivea for men, which always promises men - more or less subtly - success with the opposite sex. However, the women in the current advertising campaign are not so easily beguiled: They have high expectations of men and, above all, the condition of their facial skin. With pithy headlines such as "Women only want one thing from men", teens and twens are to be sensitized to the care of their skin and bound to the Nivea brand. Scheidiger explains the offensive campaign language with the fact that care products often have to be "forced" on men. After an initial sample, however, the reactions are usually positive. Promo girls, who distribute samples at universities, are intended to establish this initial contact.
Beiersdorf Switzerland sets out to teach young men about skin care. FCB Leutenegger Krüll is helping >> page 8
Nivea campaign: No one can become a womanizer with oily skin.
Simone Keller
