The German company founded its dedicated travel retail division five years ago, aiming to revolutionise the market and reach consumers which it said were, at the time, not currently buying at the airport due to lack of choice.
Since then, Nivea and a host of other big names have focused on the sector, boosting sales, and now the cosmetics maker is looking to boost in-flight options with the introduction of its lip and skin care products, which it says will be ideal as gifts or self-purchase.
The Nivea Crème Set, which contains five 30ml tins of the Nivea Crème in a small, windowed box, and the Luscious Lips Set, which comes in a small pink box with a window and includes five Lip Butter flavours: Original, Raspberry Rose, Macadamia, Cocoa and Coconut, are now available in the airport and on the plane.
“These items are fantastically priced impulse buys and will do as well as a quick grab product by a cash desk in the airport as they will in an inflight brochure,” says Sigmar Werz Director of New Routes to Market, Beiersdorf AG.
The Nivea Crème Set is priced at €8, which means travellers get five tins for the regular price of four, while the lips set is priced at €12.
The new Lip Butter flavours Cocoa and Coconut will also launch individually this month in travel-retail and will be priced at €2.70 each.
As is the necessity of airport travel, the tins are small enough for hand luggage.
Travel retail focus
As mentioned above, Nivea created its travel retail division in 2010 and has since made successful inroads into the market in Europe and the Middle East.
This success has led the company to target the same channel in the Americas and Asia-Pacific; a venture made easier after the brand’s travel retail function was transferred from Basel, Switzerland to Beiersdorf’s global HQ in Hamburg, in 2013, in order to optimise group support.
“Nivea is a global brand domestically, and we want to be a global brand in travel retail,” Werz said at the time. “There is interest and potential for the brand in the Americas and in Asia. Now we have to make it happen. Step by step.”