NIVEA Positioning: Is NIVEA as good as more expensive brands?

All skin creams make big promises: better skin, anti-aging, no pimples, and so on. But prices for creams range from a few euros to jars costing over €1,000! Interesting from a positioning perspective. That’s why we’re discussing the skincare market. Nivea competes with famous brands like L’Oréal Paris and Estée Lauder but was a pioneer itself. So why do we pay less for a jar of Nivea? And why is The Ordinary such a success? In this episode, we dive into this unique market.   

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Every two weeks a new episode about positioning with an analysis of a special brand or market. Chiquita, Odido, Lidl, and Red Bull have already been featured. Curious? Check out the other podcasts here:

Don’t be a Penguin

Don’t be a Penguin is a production by Merkelijkheid. A B2B marketing agency that uses this podcast to talk about everyday brands and draw lessons you can apply in practice. You’ll laugh, learn new facts, and gain insights into how these brands’ success came about.

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