Despite having created the ‘energising’ segment in the male skincare market, Nivea Men was coming under increasing pressure from new entrants into this space and wanted to re-establish their position in the market. We were briefed by the global Nivea Men Marketing and R&D teams jointly to ensure that all consumer touchpoints of their Nivea Men Active Energy brand (including product formulation, product colour, fragrance, sensorials, on-pack claims, proposition and packaging format were aligned.

Using a semio-qual approach, we identified a new positioning opportunity in the ‘energy’ territory that Nivea Men could uniquely occupy, and provided clear guidance for leveraging the opportunity across the brand. Nivea Men Skin Energy was successfully relaunched in 2020.