Beiersdorf claims industry first with Nivea body milk for shower

By Simon Pitman

- Last updated on GMT

Beiersdorf claims industry first with Nivea body milk for shower
Industry giant Beiersdorf is claiming to be the first to market with a body milk that can be used in the shower – a product launch that aims to save the additional time of applying the lotion after the shower then waiting for it to dry.

According to a Nivea study some 43 per cent of women rarely or never use body lotion after showering, despite the fact that it can be essential to replace moisture and nutrients from the skin that are lost during the cleansing process.

Beiersdorf’s study revealed that women said they often did not have the time for body lotion, particularly in the morning, while they also added that time becomes even more of a premium when factoring in that lotions often take time to dry.

A produce six years in development

The company’s research and development team said it worked for six years to develop the body milk for showers, which is being launched in two varieties – Nivea In-Shower Body Lotion for normal skin, and another developed specifically for dry skin.

The secret to the formulation is the fact that it has been developed so it is activated by water, which means the body milk and lotion are instantly absorbed by the skin during the course of the shower, without leaving behind any sticky residue.

The developers say that standing around in a cold bathroom waiting for body lotion to be absorbed is now a thing of the past, as the new formulation allows the user to step out of the shower, dry off and then put their clothes straight back on.

Initial success of launch leads to European roll-out

The line was launched in Italy and the Netherlands last year, and following some success, it is now being rolled out in other European markets, including the United Kingdom.

The extended roll-out is hoping to inject some life into the body care market in Europe, which in the face of prolonged economic hardship in the region, has continue to struggle, due partly to consumers cutting back spending, but also a lack of innovation.

Many experts are suggesting that increased functionality will be the key to expending in the segment, a theory that is being proven by the fact that a number of products that follow the BB and CC cream trend are now being launched on the market specifically targeting the body care category.

Packaging design underlines Nivea identity

As previously reported by Cosmetics Design, Beiersdorf set a specific project for packaging supplier Global Closure Systems for the launch of this new body milk.

The iconic Nivea branding was in the limelight earlier this year, as the company redesigned its classic blue tin​ and executive board member Ralph Gusko commented on how important brand identity and recognition is.

The design for Nivea’s new concept of body moisturiser was to follow this mission statement, and following successful market tests conducted in selected European countries last year, Beiersdorf announced the global launch which will include GCS’ dispensers.

The bottle comes in different sizes from 200 ml to 600 ml depending on the country, and the packaging has been designed for convenience with its headstand cap and Zeller Plastik hinge which opens at 180 degrees.

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