TBWA's Nivea client service director Thomas Hildebrandt said the whitening segment is now the largest in bodycare in Thailand, with 58 per cent share of the four billion baht (US$106 million) skincare market. "The category is the fastest-growing and the most competitive in terms of new product launches as well as above- and below-the-line activities, with Citra, Vaseline and Nivea being the major players."
Vaseline had the largest share of the body skincare market last year, followed by Citra with 24 per cent and Nivea with 19 per cent, according to an AC Nielsen survey. When Citra launched its 2 Skin Tone product in 2004, its market share jumped by five per cent in six months. "(This also) led to a new segmentation approach in the whitening market," said Thomas.
Nivea's 30-second TVC, entitled 'Unforgettable memories', targets 18- to 35-year-olds with the message that Nivea Body UV Whitening Repair Milk contains the key ingredient Bio Active, which can transform dull, sun-damaged skin to a radiant white over a three- week period.
Vaseline had the largest share of the body skincare market last year, followed by Citra with 24 per cent and Nivea with 19 per cent, according to an AC Nielsen survey. When Citra launched its 2 Skin Tone product in 2004, its market share jumped by five per cent in six months. "(This also) led to a new segmentation approach in the whitening market," said Thomas.
Nivea's 30-second TVC, entitled 'Unforgettable memories', targets 18- to 35-year-olds with the message that Nivea Body UV Whitening Repair Milk contains the key ingredient Bio Active, which can transform dull, sun-damaged skin to a radiant white over a three- week period.
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