Beiersdorf updates Nivea Beauté packaging
Nivea Beauté line in an attempt to freshen up the product's image
11 years after it was first launched, reports Simon Pitman.
According to Hartmut Tiekenheinrich, Beiersdorf's manager of Corporate Packaging, the primary objectives of the re-design were to give the product a more feminine appeal, while conveying the company's brand positioning on the make-up market while remaining true to the identity of the Nivea mother brand.
"The initial Nivea Beauté packaging was designed in 1994, and went on to garner a number of design awards," said Tiekenheinrich. "However, in the course of those years, the pack has now become outdated necessitating a re-design. In the make-up category, it is important that a woman is proud to show the products that she has in her handbag, and to ensure this we had to modernise the brand's packaging and image."
The company said that it worked with a number of companies on the new packaging and design, including Geka Brush, Oeka Metall, Texen and the British company Rexam - the latter of which is currently working hard to develop its cosmetics and personal care packaging capabilities.
The Nivea Beauté range covers a complete portfolio of make-up products that are sold all over Europe. It is divided into four main categories: nails, lips, eyes and face, including products such as Maximpact Mascara, Flex and Strong nail varnish and Lumillusion foundation.
Beierddorf says that the revamped line will include a number of new products, including a line of complexion formulations called Stay Real. With the expanded product line and the new packaging it is hoped that a sales increase of at least 5 per cent will be achievable.
"The design is a luxury packaging with a metallised finish," Tiekenheinrich explained. "Within its competitive field in the mass market, this packaging is very different because it has a selective appeal, which probably gives it the most valuable and precious look of any currently available in the mass market.
"Another outstanding element is the colour code, which is a new interpretation of the Nivea blue for make-up. It is modern, high-value and for the compact it can be used as a mirror at the same time. The design also concentrates on curves, topped off in a distinctive icy blue colouring that is a new departure for the Nivea brand identity."
The re-launch will be supported by a large-scale advertising campaign, with the complete product line expected to hit shop shelves by early 2006.
