Today, metro sexuality is a trend gradually gaining momentum in our society. Men are not afraid to push open the door of a perfume shop to buy their shower gel or scented balm or moisturizing aftershave! The most audacious ones even dare to buy the anti-wrinkle masks or self-tanner and because women have begun to tire of them usurping their creams, cosmetic labs are concocting special products for them with manly packaging and flavors and non-greasy gel textures. Thus, for this study, we have chosen to discuss an innovation of Nivea. This summer, Nivea has introduced the woman care moisturizer, which imparts a progressive tan.
Nivea wasted no time in producing the same product for men: "Summer look" the self-tanning treatment for a natural tan and "Hydrate" from Nivea for Men. We will first highlight the marketing side of the product and then consider its inclusion in the range of Nivea skin care products. Finally, we will analyze the brand and the packaging of this product.
An innovative product
Nivea "summer look" can be defined as an innovation, as this innovation has led to the creation of a new market: "The market for progressive sunless tanning for men " This innovation was created to meet consumer expectations.
The marketing concept of product:
The marketing concept of a product is nothing but its perception by the consumer. This concept is used to distinguish itself from other products on the market.
The consumer expects that this new concept of gradual self-tanner to respond to basic psychological needs of feeling good and self esteem.This product appears to meet the various needs identified in the "Maslow" pyramid."Summer looks' must allow men to be themselves, to achieve perfection, while using male beauty products originally designed for women.
Tags: Nivea "summer look" , Progressive sunless tanning for men, "Hydrate" from Nivea for Men
[...] - Grey is chosen for its neutrality as the color is classified as one of the least exciting. Nivea had to choose this color so that the customers would not feel intimidated by buying something that appears flashy or too ‘girly'. With gray, he will not feel attacked. So in terms of color, blue and grey have been used to represents the technical sides of the product and to downplay the fact that this product was originally designed keeping female consumers in mind. [...]
[...] This product like all products in the "Nivea for men", is sold as a product by Nivea tactics, that is to say, intended to fill a niche in the market or hinder competition We can conclude by saying that the construction of the range is broad, coherent and balanced. III The choice of name Nivea has chosen as the names for its first self-tanning product: "Summer Look". This name has an Anglo-Saxon connotation, meaning "the appearance of the summer," "an air of summer," we know by it that with this name the creator wants to convey the message that it gives a creamy tan, as natural as a summer tan. [...]
[...] This sense of the lines is related to the name, it highlights the word "summer", that tranquility is the attitude one years for during a vacation in the summer; there is also a hint to the sea To conclude on the packaging, it can be said that the product projects an image of a vacation while remaining undeniably masculine. We also note that the packaging is convenient, easy to use, easy to handle, and store. Additional Information Appendix Use Effectiveness Duration of tanning Quality/Price Ratio Appendix Launched last year by Nivea, this product is one of the pioneers of the genre. [...]
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