Beiersdorf Fuels Growth in China With Oxygen Power

SHANGHAI (AdAgeChina.com) -- Beiersdorf is expanding its Nivea division in China with Oxygen Power, a brand that is well established in Europe but is fundamentally different from other skin-care brands in China. Oxygen Power, at least for now, is not a skin-whitening product, making it a significant departure for Beiersdorf and its rivals in Asia. Women in Asia traditionally flock to products that will lighten the color of their skin. Light skin is preferred because it conveys higher status and suggests an affluent lifestyle spent indoors, not working outside in manual labor or agriculture. Although it is a departure, Beiersdorf believes Nivea Visage Oxygen Power's health benefits will appeal to Chinese women just as it has in other markets. Oxygen Power in now available in more than 25 countries, including most of Europe and South America and Russia, but the German company has been eager to introduce the brand in the mainland, where skin-care products are exceptionally popular among men and women. It will also help Beiersdorf expand into new areas. It became the top performer in China's facial cleanser segment last year with its Nivea Visage and Nivea for Men product lines. In the first half of 2008, Beiersdorf's global sales rose by 11.5%, largely through sales growth in China, where sales grew nearly 44%. But its other products, like moisturizers, are less established.Starting point for new Nivea products "The product is all about boosting skin renewal," said Shanghai-based Ismene Grohmann, Beiersdorf's marketing manager of Nivea Visage line in China. "We think Oxygen Power will especially attract nonusers of Nivea. People here know we are strong in facial cleansers but with the first product in the market that includes oxygen, we want to introduce Chinese consumers to our moisturizers as well. This will be the starting point of a whole range of product launches for Nivea Visage in China." The company claims Oxygen Power's formula boosts the brand's renewal process by infusing 15% more oxygen into women's skin, boosting cell renewal, so skin is more resistant to daily stress factors. The day cream version also carries a UVA and UVB protection filter with vitamin E. Beiersdorf plans to eventually offer a whitening version of the brand as well.

Beiersdorf Fuels Growth in China With Oxygen Power

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