Nivea's latest travel retail launch strengthens its anti-ageing offering

The Q10plus Anti-Wrinkle Serum Pearls is the latest travel retail launch by skincare brand Nivea, and Bieresdorf hopes the move will bring the brand to a wider international audience.

“Nivea is a global brand domestically, and we want to be a global brand in travel retail​,” Nivea’s director of New Routes to Market, Sigmar Werz, confirmed.

“There is interest and potential for the brand in the Americas and in Asia. Now we have to make it happen. Step by step​.” 

Global masstige​

The new product will retail in travel-retail at €12.50, placing it comfortably within the masstige segment – a tactic which Nivea hopes will boost the brand’s international profile.

“It is the first Pearl Serum available in the mass market. At such an attractive price point and with heavy marketing support invested it is destined to do very well at an international level​,” Werz noted.

The launch further strengthens the brand’s Q10plus range, which has established itself as a cornerstone range in the anti-ageing segment.

“Q10 is our anti-ageing icon​,” Werz told The Moodie Report in September. “Every two seconds a Q10 product is sold somewhere in the world. This will be the first such serum offered in the masstige sector.​” 

Mainstream anti-ageing​

A recent global anti-ageing report from Research and Markets, forecasted that the global product market will grow at a CAGR of 6.7% over the period 2013-2018.

This growth is resulting in an increase in the need for anti-ageing and age-defying facial products across consumer groups – as the global population ages, anti-ageing products are becoming a more mainstream purchase.

Intensifying competition is now presenting one of the main challenges hindering the segment’s growth; Nivea’s move to branch into travel retail and masstige confirms the brand is looking to diversify its offering.

“Travel retail is full of opportunities​,” Werz has stated. “We think we have found the right formula, and to continue our progress we just need to do more of what we are doing already​.”