Nivea and TalkSport bank on a match made in heaven for Euro 2004
with TalkSport to sponsor the UK commercial radio station's
coverage of the Euro 2004 tournament and promote its new Nivea for
Men Sensitiv product range, writes Louise Sheridan.
TalkSport has announced that as well as sponsoring the official live commentaries and Euro 2004 updates, Nivea for Men will support a range of promotions and features surrounding the tournament both during broadcasts and on the station's website.
Conservative attitudes towards skincare among men have been changing in recent years, although at considerable cost to companies such as Beiersdorf, which makes Nivea products. Companies competing in the men's grooming sector have had to undertake extensive -- and expensive -- advertising campaigns to re-educate and inform men who have traditionally viewed skincare as a rather feminine pursuit.
But, as the soccer pundits might say, there's all to play for -- the Western European men's skin care market is worth around €86 million. Beiersdorf is one of three companies, including L'Oréal and Estée Lauder that hold three quarters of the men's skin care market in Western Europe.
The largest markets, generally, are in the UK, Italy, France and Germany but the UK in particular is a stronghold for the Nivea for Men brand. In 2002, Nivea for Men reportedly captured 46 per cent of sales, up 89 per cent on the previous year.
The new Nivea for Men Sensitiv range is free of alcohol, soap, fragrance and colourants and was developed especially for men with sensitive skin. The range comprises two facial care products, a gel wash enriched with chamomile and vitamin E that protects the skin's natural moisture balance and a moisturising face cream with licorice extract, chamomile and vitamins and a UV filter system (SPF4).
Industry analysts will have to wait and see what the impact on sales will be for Nivea for Men after the final whistle has been blown.
