Case History Database

NIVEA is known for it’s skincare rather than it’s deodorant expertise. In 2011, NIVEA saw an opportunity to increase its strength in Australia’s deodorant market by launching a new product range with a consumer relevant yet untapped category innovation. The aim: successfully launch NIVEA Invisible for Black & White deodorant into the ‘no residue’ deodorant category. The challenge: drive brand growth as a relatively small player in a low interest, highly penetrated category against longstanding category experts with high media spends. This is a story of how NIVEA became number 1 in the ‘No Residue’ Deodorant category in only 18months.

	Authors		Simon Murphy, Leonie Ballach
	Marketing Manager		Marit Henneman		Beiersdorf
	General Manager Marketing ANZ		Julia Braun		Beiersdorf
	Marketing Manager ANZ		Andrea Cheung		Beiersdorf