On the occasion of the TFWA World Exhibition, the world’s largest travel retail trade show, which was held this week in Cannes, France, Beiersdorf unveiled its new travel retail strategy for the Nivea brand. Progressively, a selection of over 65 products and a variety of exclusive travel sets 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, will become available at airports, on airplanes, in so-called border shops and on ferries and cruise lines.
The newly founded Beiersdorf Travel Retail division, headquartered in Switzerland and headed by Ilka Schütte, will implement the expansion of Nivea’s international travel retail activities as part of a multiphase plan beginning in Europe, the Middle East and Africa, followed by Asia and finally the Americas.
As a first step, Nivea will be distributed inside German airports such as Frankfurt, Hamburg and Munich, as well as airports in Copenhagen, Istanbul and Vienna, in co-operation with German travel retail operator Gebr. Heinemann, which runs over 179 travel value/duty-free shops at 49 international airports in 19 countries.
“About 70% of travellers 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 travellers, in mind,” explains Schütte.