Nivea Sun hopes to cream the competition
Beiersdorf (Thailand) Co Ltd has re-launched its line of Nivea Sun products, which have a new non-sticky formula with special protection for easily sunburnt and sensitive skin. The company hopes to win over more customers who don't use cream-based sunscreens.
Suwannee Sritonyachote, market-ing director of Beiersdorf (Thailand), said yesterday that Nivea Sun targeted people aged 25-45, or about one-sixth of the population. Forty-five per cent of people in that age group use sunscreen creams while the rest use moisturisers containing ingredients that protect the skin from the damaging rays of the sun. Apart from introducing the new formula, the company has also added 125ml containers to compliment its 150ml ones. The company considers sunscreens a seasonal product and some consumers may not need the bigger size. If the products are successful with the target group Nivea Sun could achieve 20-per-cent sales growth. The company has about five products in its sun-protection cream line including lotions for the body, face, and children. It also has sprays as well as after-sun creams. Two products the company has already launched are Nivea Sun Moisturising sunscreen with a sun protection factor of 50 (SPF50) priced at Bt305 and Nivea Sun Whitening Sun Block Lotion SPF50 for Bt325. The company has a Bt70-million marketing and advertising budget for the two products for television advertising, road shows, and samples. Suwannee said Nivea Sun had a 38-per-cent share of the Bt740-million sunscreen market last year and that the new formula would increase its share to more than 46 per cent by the end of the year. Nivea Sun accounts for 10 per cent of the Nivea Group's sales. She added that the Nivea Group last year grew 10 per cent and that she expected the same result this year. Nitida AsawanipontThe Nation
|
