Planes, Trains and Resorts—Nivea Is on the Go…

Beiersdorf unveiled its travel retail strategy for the Nivea brand at the world’s largest travel retail trade show in Cannes, France. Over 65 products and a variety of exclusive travel sets from the world’s largest skin care brand will from now on be available at airports, on airplanes, in so-called border shops and on ferries and cruise lines. Travellers will be able to select from the Nivea Visage, Nivea for Men and Nivea Body lines, personal care products such as sunscreen, deodorant and shower products, as well as Nivea Lipcare products, until now only available in a few countries.

The newly founded Beiersdorf Travel Retail division, headquartered in Switzerland and headed by Ilka Schütte, will implement the expansion of the company’s international travel retail activities for the Nivea brand as part of a multiphase plan beginning in Europe, the Middle East and Africa, followed by Asia and finally the Americas.

“We’ve been very successful in expanding Nivea’s travel retail presence in the Middle East over the last three years and much of this experience has played a role in our international strategy. We are happy to be cooperating with the best possible partner in Europe, Gebr. Heinemann. Our first step will be to establish a presence inside German airports such as Frankfurt, Hamburg and Munich, as well as airports in Copenhagen, Istanbul and Vienna,” explains Schütte, director of global travel retail at Beiersdorf, regarding the division’s strategy. “About 70% of travelers currently make zero purchases in travel retail shops inside airports, as they’ve thus far been unable to find products that meet their needs and their budget. We will offer a very attractive range of Nivea products for both men and women, with the particular needs of two target groups, families and charter travelers, in mind,” says Schütte.

“At Gebr. Heinemann, we consistently strive to offer our customers an attractive array of brands and products perfectly tailored to their diverse needs. With this selection of Nivea products, we’ll be able to meet the demands of a previously underserved needs and price segment, and we see great potential for attracting new buyers to our stores,” explains Inken Menck, Director of Purchasing for Perfumes and Cosmetics at Gebr. Heinemann.

With 149 top market share positions in more than 50 countries, Nivea is the largest skin care brand in the world.