The marketing investment comes as Beiersdorf faces down rivals that are extending their reach in both the $806 million hand and body lotion category and the $1 billion facial care market.
Beginning in February, Beiersdorf will put more than $5 million into print and radio ads to expand its 60-year-old Basis soap into nine facial products.
They're aimed at the "low-tech, grounded woman who believes `less is more,' " said Beiersdorf VP-Marketing Marcia Levis.
In addition to ads created by TBWA Chiat/Day, New York, the line will be supported with couponing and starter sizes to generate trial.
Basis will be marketed as "skincare simplified" because of its multipurpose, multibenefit and value-price positioning.
Beiersdorf, working hard to ensure its products are technologically innovative, also is fielding two new products under its Nivea Vis-Beiersdorf
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age name in the first half of 1997. One new entry will be Nivea Visage anti-wrinkle cream with Vitamin H, a new vitamin from Europe.
For those, TBWA is developing TV and print creative; additional support will include more than 2.5 million coupons and sampling via 800-numbers and direct mail.
The company plans to spend an additional $20 million on professional advertising, and sampling to introduce dry skin treatments-Eucerin Shower Therapy, Eucerin Light Moisture Restorative Cream and Eucerin Light Moisture Restorative Lotion.
EUCERIN FACE PRODUCT
In June, Eucerin Plus for the face will be launched, said VP-Medical Marketing Susan Savoie, who noted the company is studying a possible Eucerin antibacterial lotion and cream.
Among the new competitors the Beiersdorf brands will face is one from Andrew Jergens Co., which recently named Deutsch, New York, to handle its first facial- care product. The ad budget is estimated at $20 million (AA, Oct. 14).
Also, Bristol-Myers Squibb Co. has set aside $20 million in ad dollars to introduce early next year its Keri Anti-Bacterial hand lotion via Gotham, New York.