The centennial year of skincare brand Nivea is proving to be one of frenetic activity in India. After a slew of product launches in the deodorant and body lotion space, the brand has now deemed this summer fit to introduce its sun care sub-brand Nivea Sun in the country.
Indian consumers may expect the first few products under the Sun umbrella around August, says Rakshit Hargave, managing director, Nivea India, an affiliate of Beiersdorf AG.
Globally, the portfolio under Nivea Sun includes a number of products like sprays, gels, ‘after sun’ products and a portfolio designed specifically for children. In the first phase in India, the company will launch its sun care lotion in two variants with varying sun protection factors (SPF) — a term supposedly coined by the scientists at Nivea.
Despite its direct distribution reach to almost 35 cities, Nivea Sun will be launched in just the top eight metros to begin with to test the market appetite for the product. Even within these, pockets will be identified that fit the consumer profile for the product. “The sun care market is still in its infancy in India. A focused distribution model would help us target consumers in the higher socio-economic groups and by that definition possibly those who are well informed about such products,” says Hargave.
A big opportunity and a long haul, say industry experts, as sun care products represent a tiny segment in the Rs 3,000-3,500-crore Indian skin care market. “The average Indian consumer is quite ill informed about sun care products. We are brought up in a tropical climate and the only time we may be inclined to use such a product is during summer months like April and May,” says an industry player, whose company markets a range of moisturising lotions with varying SPFs. “It is easier to sell a moisturiser with SPF as consumers see this as a value addition to the product-one they can use purely for moisturising during non-summer months and as a protection against the sun at the peak of summer.”
Nivea is thus proposing a paradigm shift in consumer usage patterns. Also at the highest price point in the segment (Rs 399 for a 125-ml bottle for the SPF 50+ variant), the product will be considered a luxury. The company is well aware of the challenges. Apart from limited distribution, it is also being conservative in the media and promotion plans. “We are not planning any television campaign at this stage. Since the availability of the product will be limited, it makes no sense to reach out to a mass audience at this stage. We will stick to print and digital media,” says Sunil Gadgil, director, marketing, Nivea India.
While Nivea will watch this sub-brand’s journey closely, the company will try to beef up its product portfolio in India. The company currently has around 100 stock keeping units in its portfolio (including varying pack sizes) in India, while globally it may be easily around 2,000 or even more.
