Nivea joins the race to tap beauty products market for men

MUMBAI: As the Indian men are becoming more and more conscious of their looks international beauty product firms are making a beeline to cash in on this booming segment.

The latest entrant in this segment is Nivea. Nivea India Private Ltd, a wholly-owned subsidiary of Germany's Beiersdorf AG, was launched today to tap this growing market.

Nivea, known for its women skin care products, on Thursday also launched six products for men - Nivea Deo Acqua Cool, five-in-one multi-whitening cream, multi-whitening facial foam, facial foam with cleanser, shaving foam and gel mild version.

The company will launch 33 more products within a year.

"We are aiming for a five per cent market share in the next five years. Our customer target segment is mainly the the upper and upper middle class men here," Nivea India's
Managing Director Kai Boris Bendix told reporters here.

He said the whitening products were targeted at the Asian and African markets. "They has been a great success in China, Thailand, Hong Kong and Latin America with the company having a 20 per cent share at present in these countries," he added.