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I thought it was important to show you a little analysis on the brand Nivea, thanks to Digimind, as it is a brand clearly divided in two sections, one for men and one for women.
We can see with the demographic tool that customers are shifting, men are more and more interested.
(Digimind)
Most men are looking for Nivea online nowadays, which means the brand has to adapt its strategy to make sure they include men in their content as they really are present in the market. How has Nivea reacted to this change ? Really well, almost before anyone, with creating their "Nivea men" category with specific products adapted to the masculine gender.
(Digimind)
Research shows with this new graphic that Nivea men have real importance, next to “naturally good” and “honesty”. It shows us brands need to focus on those values in order to please their customers and to be efficient. It is what users are looking for when they apply to a brand and it is consistent with what we explained in our different articles you will find on the website. Indeed, the latest trends and assets on cosmetic brands are focused on the core values of sustainability and transparency and if a brand doesn’t go along with those, it will be very difficult to compete in the market.
Sources:
Emeline Le Pogam
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