A strong brand like NIVEA requires a marketing plan that must find the right balance to built

consistency all around the world. NIVEA, one of the oldest and biggest cosmetic brands in the
world has successfully transformed itself from a single skin care brand to a trustworthy and
contemporary personal care brand for all family types. The brand stretched itself by sub-
branding to many new segments, always nursing the core mother brand NIVEA.
It was introduced in 1911 and NIVEA brand has now extended to more than 15 products ranges
extending from sun care to facial moisturisers, deodorants and shower products. NIVEA is the
largest cosmetics brand in the world and it competes against the major brands from the
European markets. The NIVEA FOR MEN brand was launched in the UK in 1998. At that time
total annual sales of men’s skincare products in the UK were only 68 million with the male facial
product sector worth only 7.3million pound.
Sales of make skin care products have grown steadily since the launch of NIVEA FOR
MEN and the market in 2008 was worth over 117 million with male facial product worth 49
million pound. By these ways NIVEA brand market or advertised its products very well.