Posts Tagged ‘Nivea’

BUSINESS OF BEAUTY: BEIERSDORF EXPANDS IN CHINA

Monday, May 14th, 2018

courtesy image

After a successful collaboration with JD.com and Alibaba, German manufacturer, Beiersdorf, is now entering a strategic partnership with NetEase Kaola, China’s leading online platform for cross-border trade. The boom in import goods in China has brought Kaola high double-digit growth rates since its founding just three years ago. The partnership gives Beiersdorf with its NIVEA brand access to this market, which grew by 80.6% in 2017 compared to the previous year.

In China “Made in Germany” brands stand for especially high quality and reliability. This is a trend that supports Beiersdorf’s growth in China and that the company can use for its other brands, too. “In addition to NIVEA we have other strong brands in our portfolio,” shares Ralph Gusko, Beiersdorf Board Member for Asia. “Our partnership is just beginning. We look forward to continuing to develop it together with Kaola in the future.”  Beiersdorf also produces beauty brands, Eucerin, LaPrairie, Labello, 8×4, Hansaplast, and Florena.

For Zhang Lei, CEO of NetEase Kaola, the cooperation with NIVEA means another important step in expanding trade relations with Europe.  “For Western countries entering the complex Chinese market is often associated with hurdles. We are pleased and very proud to be able to build bridges for a globally successful and popular brand like NIVEA.”

UNDERCOVER AGENT REVEALED: RACHEL H!

Thursday, December 1st, 2016
AGE: 23
CITY/STATE:  Medford, Oregon
PHILOSOPHY: Quick and easy!
AM BEAUTY ROUTINE:    First I wash with the Biore charcoal bar, then I apply Clean & Clear acne spot treatment, and Vaseline unscented lotion. For makeup, I use e.l.f. BB cream SPF 20Rimmel’s Stay Matte pressed powder, and e.l.f.’s Contouring Palette. I use Lush’s Eyes Right Mascara and Mabelline’s Brow Pencil & Brush duo; add a swipe of Burt’s Bees tinted lip balm, and that’s it for my daily look!
PM BEAUTY ROUTINE:  For makeup removal, I alternate between using Yes To Cucumbers Hypoallergenic facial wipes, and plain old Organic Coconut oil. Then I wash with either the Biore Charcoal Bar, or Clean & Clear’s scrub. Then I put on some Nivea Creme and call it a night!
CAN’T LIVE WITHOUT PRODUCT:  I’m in love with facial masks, particularly Lush’s Mask of Magnamity and Botanic’s Shine Away Clay Mask.
CAN’T LIVE WITHOUT COSMETIC:   Lush’s Eyes Right Mascara– I wear contacts and have sensitive skin and this mascara doesn’t cause irritation like others have.
MOST EXPENSIVE PRODUCT:   Lush’s Mask of Magnamity
BEST BARGAIN PRODUCT:  E.L.F. pretty continually impresses me with their quality and price point, and I really love their different foundations.
 FAVORITE BEAUTY TOOL:  Beauty sleep

FOCUS ON THE CONSUMER: TRUTH IN MARKETING?

Wednesday, September 21st, 2016

truth-in-advertising

The Daily Mail recently published an article, “How The Big Beauty Brands Fool You Into Forking Out,” citing a variety of dubious marketing strategies, including copycat packaging, “beguiling” ingredients, outlandish boasts, and false science.  For example, Rodial’s SUPER FIT Boob Job (top left) claims to expand one’s bra size.  Not so fast, without any scientific or clinical proof, England’s Advertising Standards Authority (ASA) fined the beauty manufacturer for misleading consumers.  When brands such as Dr. Ronald Moy’s DNA EGF Renewal line (top right) employ “medicinal packaging” — products are packaged in test tube-shaped bottles — Nikki Stopford, Director of Research for Which?, refers to this as “confusion marketing.”   This pseudo-scientific marketing approach makes the line seem “technically superior to others, and makes the brand seem like it has a scientific basis and is, therefore, effective.”

Pretty packages are also designed to entice the consumer, but buyer beware!  Product developer, Rachael Dunseath of Myroo Skincare shares,”Using pictures of plants on packaging is one way brands try to make people think they’re getting a product stuffed full of natural ingredients.”  Take Nivea’s Pure & Natural Moisturizing Day Cream (bottom right), featuring Bio Argan Oil and Bio Ale Vera, and Radox’s Feel Ready Show Shower Gel, with claims of pomegranate and red apple scents — the day cream contains tiny percentages of both active ingredients, where as the shower gel contains no traces of either featured ingredient.

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