Beiersdorf taps into convenience trend with men’s grooming product
Beiersdorf’s Nivea Active 3 claims to be a body wash, a shampoo, and a shave gel in one product for ‘optimal convenience’.
According to the company, Active 3’s thick moisturising formula simplifies men’s shampoo, wash and shave routine.
Retailing between $4.49 and $5.99, the personal care giant is hoping the multifunctional product will appeal to men less willing than ever to spend significant amounts of cash on their grooming routine.
Top trends for 2009
Convenience and multi-functionality are two of this year’s top cosmetics trends, according to market research company Mintel.
The market research company showcased a number of products riding the multi-functionality wave at In-Cosmetics in Munich earlier this year including 3-some, an organic shaving foam, face cleanser and body wash for men.
Other products included Clinique’s Youth Surge SPF 15 Age Decelerating Moisturizer, which claims to offer anti-aging, sun protection, and skin repair and strengthening effects.
According to the company, the success of the products is tied to the recession as consumers look to scale down their cosmetics spending but nonetheless get the most out of their purses.
“Beauty products that give budget-savvy shoppers a feeling of control and confidence are best poised to do well in 2009,” said Mintel analyst Taya Tomasello.
Mintel said that one in four skin care products launched in the first quarter of 2009 had convenience claims.
