Beiersdorf has strong ambition on the Indian market. With Nivea for Men, the group has been pioneering the India men’s cosmetics market, where launches for male consumers just started in 2006. The Nivea for Men brand, which was launched in India in May 2007 with basic whitening moisturizers, would hold almost 40% of the market already. Competitors are mostly local producers such as Emami’s Fair & Handsome and Hindustan Lever’s Fair & Lovely Active.
Beiersdorf recently added a Whitening Oil Control to its Nivea for Men offering in India and is now its supporting its successful male grooming business with a new TV commercial and print campaign, announcing the launch of the new products.