Nivea launches Visage Q10

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Beiersdorf plans to exploit a new wrinkle in skincare for women with the spring launch of a new line under its Nivea Visage brand.

The German skincare marketer will introduce products featuring coenzyme Q10, a substance present in young skin and stripped away with age. A facial moisturizer and eye cream will reach mass retailers in April, followed by a Visage Q10 night cream in June.

A campaign from TBWA/Chiat/Day, New York, will back the launch, said Susan Savoie, VP-marketing. It will include TV advertising breaking in April and print ads in May books, as well as in-store displays and sampling.

Ms. Savoie wouldn't break down spending, but she said Nivea had budgeted $30 million for advertising the new product and other launches this year. The lines will be split evenly among facial and body care.


In addition to the Q10 line, the marketer plans a spring launch of Nivea Body Firming Lotion, a skin tightening product set to compete with prestige products sold mainly in department stores. That line will be aimed at women as young as the mid-20s, Ms. Savoie said.

"The market is much broader than people think," Ms. Savoie said.

Cosmetics marketers increasingly are reaching out to younger women, mainly with oil-control products. Ms. Savoie said Nivea is hoping the technological innovation aspect of Q10 will act as a lure for young customers.

Copyright January 1999, Crain Communications Inc.

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