Beiersdorf uses diamonds to exploit 'super gloss' trend

By Guy Montague-Jones

- Last updated on GMT

Related tags Advertising Marketing Beiersdorf

Beiersdorf's leading brand Nivea has launched a hair care range
that responds to the female desire for "super gloss" with crushed

The Germany-based company said consumer surveys have shown that "super gloss" is currently the hottest hair care trend. Long haired women are searching for products that make their hair appear shiny and healthy. Beiersdorf claims that in Nivea Diamond Gloss they will find what they are looking for thanks to innovative and unusual repairing substances, moisturizers and effect technologies. Its shampoo and conditioner actually contain diamonds that are ground into micro-particles, which the company claims add brilliance to the hair. The ingredients list also includes polymers and panthenol, which the formulators describe as intelligent care substances that nourish the hair. In order to ensure that its new range reaches the widest audience possible, adverts will be printed in leading women's magazines with over three million shampoo samples distributed to potential customers. The marketing initiative is part of Beiersdorf's attempt to expand its presence in the global personal care market by promoting its flagship brand Nivea. The company launched a global marketing campaign last summer for the brand that will cover 64 countries by mid-2008 and will involve the new Diamond Gloss range. In preliminary financial results published earlier in the week, Beiersdorf reported sales of €5.5bn for the fiscal year, which adjusting for currency translates into a 9.1 per cent increase on 2006. Meanwhile, operating profit jumped 14.4 per cent to €683m excluding one-off expenses related to the realignment of the supply chain.

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