Indian Males Targeted in Skin Whitening Trend

Beiersdorf is making a move to mirror the booming success of the Western male grooming market in India - increasing its marketing campaign for the Nivea for Men skin whitening range.

Upping its presence in the country, the company is campaigning to further increase its foothold as the leading skin care manufacturers, and is attempting to tap into the success of the skin whitening craze that has gripped the Asian cosmetics market.

Exclusively targeting the male consumer, Beiersdorf is inviting men to 'join the whitening' revolution, attempting to reach the masses with the Nivea for Men range through a series of TV and print advertisements.

"The more than 500 million men are a tremendous, yet untapped potential for the cosmetics industry and for Nivea" said general manager Kai Bendix.

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