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Nivea Visage: Originally released in France during the1970s, Nivea Visage was released around Europe in 1982 and is a sub-brand focused on female face-care. Drawing attention to the mildness of Nivea, Visage hit a roadblock with competition stressing the same characteristic and blended into the market as just another face moisturizer. In addition to this, consumers were looking for actual performance and effectiveness. In order to deal with these aggravations, Nivea changed the packaging, altered the logo, and improved the product by introducing products that were to be used at different times of the day. In order to differentiate Nivea Visage, marketing efforts were more focused on sophistication and paid off. In 1996, Nivea had passed L’Oreal as a face care brand. This was partly due to the help of adding the scientifically proven anti-wrinkle co-enzyme named Q10. Later in 2004, creatine was added to many Nivea Visage products as a wrinkle preventative ingredient. That same year, Nivea Visage had 24.4% of the German market, 12.9% of the U.K. market, and only 2.5% of the American market. With these market share percentages, one may infer that the Nivea Visage brand is a star in the German and United Kingdom due to the high market share compared to being a question mark in the American market. These wrinkle-fighting attributes were highly effective in targeting older women. Nivea Visage could also be further extended in the future as trends in beauty and technology change. This high extendibility within the Nivea Visage image also adds to this sub-brand’s equity and adds to the propensity to continue with this brand.


If yo face aint clean, ya grin aint mean! What do you wash your face with?

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