The latest innovation from Nivea "Body Lotion in the shower" attempts to answer an alleged need: save time by applying his body milk directly in the shower. Wait until its dry body milk to be able to dress would be burdensome for busy women. This is not a shower gel, not a 2 1. It is BETTER!
Therefore it is necessary to apply after washing, but in the shower and rinse. Nivea strategy is clear, be the first brand to launch a new range of cosmetics that would revolutionize the shower.
However the first criticisms say these products are not suitable for all skin types. This product does not treat severe dry skin. However Nivea develops a communication based on the "skin personnality" and is known for the moisturizing quality of its products. A study of the organization Que Choisir even shows that the product is not recommended because of its composition. In addition from an ecological viewpoint, women need to use more water with this Body Lotion...
Good marketing strategy or innovation too risky? Does this new product correspond to the personality and values of the brand?
Have a good shower!
Léonie
Sources:
http://www.nivea.fr/Les-Produits/Soins-pour-le-Corps/Lait-corps-sous-la-douche
http://www.quechoisir.org/sante-bien-etre/hygiene-beaute/actualite-nivea-lait-corps-sous-la-douche-coup-d-epee-dans-l-eau
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