Beiersdorf's Nivea Invisible for Black & White deodorant purchased by more customers in nine months than the strongest products from competitors were in one year, marks most successful deodorant launch in company's history

Michelle Rivera

Michelle Rivera

Nov 22, 2011 – Beiersdorf AG

HAMBURG, Germany , November 22, 2011 (press release) – With the new product NIVEA Invisible for Black & White, Beiersdorf is celebrating the most successful deodorant launch ever seen in the almost 130-year history of the company. In the first nine months, the new deodorant generation from Beiersdorf was purchased by more customers than even the strongest products from competitors were within a whole year. With a launch rating of “Best in Category” awarded by the GfK Group, the leading German market research organization, the highly successful NIVEA brand is now the new No. 1 in the nonstaining segment. And not only in Germany: the new Invisible for Black & White deodorant, marketed in two options, for men and for women, took the international markets by storm and is today the market leader in Poland, Thailand, Mexico, and the Middle East, as well as Germany. Beiersdorf is already planning to further improve its position in the deodorant segment as one of the company’s key product categories in the course of this year. Significant further growth is also expected for 2012 and beyond.

The Cradle of Success: Innovations by Beiersdorf Research
In addition to creative activities in the media channels TV, print, and point of sale, the unique product benefit of the new deodorant generation has been the main factor leading to Beiersdorf’s impressive success:

NIVEA Invisible for Black & White is the first deodorant that not only provides dependable protection against body odors and effectively prevents white staining on dark-colored fabrics, but also noticeably minimizes yellowing on light-colored textiles. Beiersdorf scientists invested seven years of the most intensive research into the development of this product. The reward for their efforts: the innovative “Anti-yellow-stain technology,” which ensures that the causes of stains no longer cling as strongly to textile fibers and can be more easily removed. This results in significantly reduced yellow discoloration.

“An innovative product that hits a major consumer need, a persuasive media plan, and a creative concept for addressing customers, also thanks to prominent partnerships with international fashion stores – all of these factors helped to ensure the hypersonic launch success of Invisible for Black & White in the deodorant segment in 2011. And one thing is certain,” says Hilde Cambier, Corporate Vice President Global Business Unit

“Personal Care” at Beiersdorf AG, “The success story of our newest deodorant generation is guaranteed to continue throughout 2012.”

About Beiersdorf AG
Cosmetics company Beiersdorf AG is based in Hamburg, Germany, and has around 18,000 employees worldwide. Its sales in 2010 amounted to €5.571 billion (using the new sales presentation format). The company has been listed on the DAX since December 2008. Beiersdorf’s NIVEA is the world’s largest skin care brand.* Other names in its successful international brand portfolio include Eucerin, La Prairie, Labello, 8x4, and Hansaplast/Elastoplast. The Beiersdorf subsidiary tesa SE is one of the world’s leading manufacturers of self-adhesive products and system solutions for the industrial, commercial, and consumer segments. Beiersdorf has almost 130 years of skin care experience and is well-known for its innovative and high-quality products.

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