The new range, Oxygen Power, integrates pure oxygen into a cream and is designed to make use of the replenishing properties of oxygen to the top layer of the skin, the epidermis. Oxygen is a vital component that stimulates the skin cells metabolism, and allows them to regenerate themselves more quickly. With the lower layers of the skin supplied with oxygen from the inside of the body, it is the outer layers that require the most attention, with the new range from Beiersdorf working to give an extra boost to the epidermis. Containing 15 per cent of pure oxygen, the Oxygen Power products mirror the oxygen that is in the atmosphere, which penetrates 0.4 millimetres down into the skin and according to the company, allow the skin to breath, giving it a healthier appearance. Working for two years to develop the technology Beiersdorf claims that the formulation is now at a standard that keeps the volatile O2 stable and retains its full effectiveness - due to the mixing processes developed by experts at the Nivea R&D centre. The company claims that the oxygen formulation of the range, which consists of a day and night cream, is literally soaked up by the skin, instantly boosting energy levels. Allegedly, cell division increases by 20 per cent, with the cell metabolism accelerated by the same amount. Likewise, if applied in the morning and evening the Oxygen Power range is said to increase the skin's regeneration rate by 15 per cent. Both the day and night creams are designed to look like miniature oxygen bottles, whilst the day cream carries a UVA and UVB protection filter with vitamin E, while the night cream contains the panthenol - which is renowned for its moisturising properties. The Nivea Visage range has been a key market driver for the Nivea brand, especially in China, a lucrative market for cosmetic manufacturers. An ACNeilson data report showed that the Nivea Visage gained a market share of 7.8 per cent, achieving fourth place position in the skin care segment and is expected to move up to third place. However, Nivea For Men is leading the sales boom, with a market share of 24.2 per cent of the market, surpassing competitors such as Biore and L'Oreal Men Expert range to take the number one spot. Beiersdorf has invested substantial amounts in the development of the two brands in recent years, anticipating consumer interest in such products and market trends at an early stage.