Nivea taps into men’s grooming with website launch

Beiersdorf, owner of the global Nivea brand, has launched a new website called the Groom Room, aimed at providing an online resource for male personal care needs.

The international website features blog posts, grooming tips, as well as articles on popular topics that include subjects such as sport, entertainment, career advice and fashion as well as tips on dating and relationships to promote the Nivea for Men range.

The website combines articles from a team of journalists as well as syndicated articles from a number of leading international men’s interest titles.

Aiming at greater consumer involvement

The move taps into growing trend to involve consumers more with brand names and products by creating an interactive presence online and focusing not only on the products, but also lifestyle issues.

On top of tapping into social networking websites such as Facebook and Twitter, the big personal care players are increasingly aiming to woo consumers with dedicated internet sites that promote the brand while engaging the consumer by encouraging greater product awareness, and ultimately, greater loyalty.

Gillette, Nivea’s major rival in the men’s grooming category, recently unveiled its first new global marketing campaign in five years, which will build on the brand’s expansion into men’s hair styling and personal care products.

P&G goes for emotional bond

With the aim of expanding beyond shaving, brand owner Procter & Gamble says it also wants to establish ‘an emotional bond among men’, hoping to engage and broaden consumer loyalty.

The new campaign will use the tag line ‘The Moment’, which was developed following extensive global research that took into account the opinions of men who use shaving products worldwide, the company claims.

Despite the big players having high hopes for the men’s grooming segment, a recent study by Bernstein Research shows that the segment has been struggling under the weight of the economic downturn.

The company said that, according to its research, sales of men’s grooming products fell by an estimated 20 per cent in June, compared to a fall in sales of 2.3 percent for the US personal care and cosmetics market as a whole.

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