NIVEA India launches unique Made for India' Body Deodorizer

In keeping with its constant research towards development of better and more consumer specific products, NIVEA India has launched its latest salvo in the highly competitive male deodorant market through its new Body Deodorizer spray. Bollywood star Arjun Rampal, face for the NIVEA MEN range of products, unveiled the product at an event held in Mumbai.

While the product has been developed in the high tech research labs of Germany’s Beiersdorf AG, the world leader in Skin Care and the parent company of NIVEA, the testing and refining of the formulation and packaging were done in the labs of NIVEA at Sanand, Gujarat. “This is the first time that we have created a product specifically for the Indian skin type and consumer characteristics”, said Rakshit Hargave, Managing Director of NIVEA India. “After years of R&D in gauging the needs 

of the Indian consumer, the Body Deodorizer is a customized product that addresses the climatic conditions of India, the skin type and odour characteristics of the Indian consumer and addresses their purchase expectations as well”, he said.

So when is a deodorant not a deodorant but a deodorizer? “When it is not about spraying on shirt, but about using it directly on skin. It’s not about re-spraying after every 2 – 3 hrs, but about spraying just once a day in the morning for day long odour control”, replies Rakshit Hargave, Managing Director of NIVEA India. “Where ordinary deodorants require the consumer to use them multiple times during the day, The NIVEA MEN Body Deodorizer has the intrinsic capability of being able to prevent bad body odour (BBO) for the entire day, through just a single use”, he adds.

No more having to run-off to the bathroom and spraying yourself before stepping out for a meeting or going in the lift. No more having to constantly feel insecure about your body odour and people’s reactions to it. One spray at the beginning of your day on your body and you are done for the day! Smell good, feel good and perform great!

Another endearing property of the NIVEA MEN Body Deodorizer is its skin-protection ability. Elaborating on this Rakshit says, “The skin-friendly deodorizing formula is the best ever yet from NIVEA, formulated after years of research and insights into the Indian Male Skin type and its specific characteristics”.

The NIVEA MEN Body Deodorizer will be available in 120 ml gas free packs with two distinct fragrances Ice Cool and Energy. Priced at Rs. 250, the roll out begins with modern retail outlets in Mumbai and Delhi and then to other top metros of India over the next one year.

NIVEA has developed a communication program for the Body Deodorizer centred on the theme of #BanBodyOdour. Based on this theme NIVEA is unleashing an integrated 360° marketing campaign across Television, Print, Digital and Social Media.

“While most competition brands are about fragrance & social attractiveness, majority consumers use a deodorant to mask body odour. They spray deodorants on shirt as perfume surrogate. Body Deodorizer from NIVEA MEN is a new age product designed to be used on skin and gives day long odour protection in one use”, says Sunil Gadgil, Director-Marketing for NIVEA