The personal care category within the UK delivers over £6bn in retail sales annually but remains highly competitive incorporating sub-sectors such as skincare, sun care, haircare and deodorants.
With rivalry growing across the trading channels, brands need to continually evolve and develop in order to maintain their relevance and retain shopper spend. Leading supplier Beiersdorf has been at the forefront of health and beauty sales for over 130 years with a portfolio of prominent brands including Nivea, Nivea Men and Elastoplast.
SHS Sales and Marketing were contracted to work with the brand in 2011 across the UK and have focussed on closing distribution gaps and creating additional display spaces to influence incremental purchase. As the category becomes increasingly competitive the SHS Sales and Marketing team have applied shopper insight to demonstrate the strong consumer pull through on the brands and influence decision makers to create additional space for the Nivea brand.
As market leader in over 46 countries, Nivea is the most trusted skincare brand in the world and has retained its position by continually developing the product range to meet the changing needs of consumers. The Nivea brand is well recognised throughout the UK and is the nation’s favourite product in the body care, male facial and lip care sectors. Nivea also maintains a strong presence across deodorant, sun care, hand care and female facial sectors.
SHS Sales and Marketing have driven sales across the portfolio and delivered sales growth in a category which has experienced difficult trading conditions. Within the core range of products through the convenience channel the SHS Sales and Marketing team have contributed to sales growth in excess of 19%.
"Working with the team at SHS Sales and Marketing has created the opportunity for the Nivea and Elastoplast brands to be seen by more consumers in more outlets. Already a favourite with millions of shoppers the Nivea brand has benefitted from SHS Sales and Marketing’s reach within wholesale, Cash & Carry, the independent sector and impulse. SHS capitalise on two key areas of growth, convenience & discount, placing products where the consumer wants them and contributing to Beiersdorf’s strong commercial growth’’
Lindsay Key, Sales Manager of Beiersdorf