Beiersdorf reveals travel retail strategy for Nivea brand

By Andrew McDougall

- Last updated on GMT

Related tags Middle east

Cosmetics company Beiersdorf has unveiled its travel retail strategy for the Nivea brand with plans to target the mass market with a range of skin care products.

The Germany-headquartered firm announced it will introduce over 65 products and a variety of exclusive travel sets to be sold on airplanes, in airports, and on ferries and cruise lines.

The newly founded travel retail division, headquartered in Switzerland, will implement the expansion of the company’s international travel retail activities initially in Europe, before reaching the Middle East and Africa, followed by Asia and the Americas.

“Approximately 70 per cent of passengers currently buy nothing at all at the airport. This implies that the product range offered today in Europe simply does not meet their wants and needs,”​ Ilka Schütte, director of global travel retail at Beiersdorf, told

Consumer trust and loyalty influential

Schütte believes the Nivea brand has a good advantage to tackle the travel retail market and claims high consumer trust and loyalty as well as a mass market price will aid its success.

“The package tourist will be one of our target groups. But also those going on short trips both on business and leisure are a strategic group,”​ said Schütte.

“The Nivea product range is designed to appeal to new target groups in travel retail. We’d like to reach consumers who are currently unable to find offers that suit both their price-bracket and their needs,”​ she continued.

Travellers will be able to choose from Nivea’s personal care range of sunscreen, deodorants and shower products as well as lip care products which until now were only available in a few countries.

Initial presence in Europe

Beiersdorf will initially have presence in Europe, thanks largely to its exclusive partnership with travel retailer Gebr. Heinemann.

In 2010 we shall initially be concentrating on European airports. At the second stage we’ll be focusing more on the Middle East region, including UAE and parts of Africa. It’s important for us to adjust the product range to suit the various nationalities of the region,”​ explained Schütte.

Beiersdorf believe its presence in airports will also be influenced by effective Point Of Sale (POS) placements, and ensuring prime location so that those who in the past would not have made a purchase, will detect the Nivea brand and enter the store.

Inken Menck, director of purchasing for perfumes and cosmetics at Heinemann believes the introduction of Nivea in airports will aid Heinemann’s stores.

“With this selection of Nivea products, we’ll be able to meet the demands of previously underserved needs and price segments , and we see great potential for attracting new buyers to our stores.”

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