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DNAge Birthday

basics
Industry: Beauty & Health
Media:TV & Cinema
Published:Sep. 1, 2006
Market:Belgium
Language:English
Style: Minimalism
descriptioncnen
SUMMARY
Today, anti-aging products are driving the face care category.
While Nivea’s main competitors already had several anti-aging lines and additional specialised anti-aging products out in the market, Nivea Visage only had one. To stay competitive, Nivea had to rearm.
It had been 8 years since the successful launch of Q10 Anti-Wrinkle Care: 8 years in which competition in this segment intensified. In 2006, Nivea Visage found itself being attacked from all sides.
In order to stay at the forefront in this battle, the challenge was to strengthen the anti-aging expertise by introducing a second breakthrough anti-aging sub-line, Nivea Visage DNAge, without cannibalising the still very successful Anti-Wrinkle Q10 Plus line.
DNAge was sold without hurting Q10 Plus and Nivea Visage even stole anti-aging market share from its main competitor whilst competitors in general were spending much more
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EACA Euro Effies 2007
Bronze
FMCG
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