Nivea pulled out of European travel retail and duty free market

Nivea, Beiersdorf-owned beauty brand, has been taken off from the European travel retail and duty free market as mass market brands are struggling to gain consumer attention as compared to luxury brands in Europe.

The company intends to ‘realign Nivea’s travel retail business’ after witnessing a tough period for the brand under the luxury-led duty free market.

Nivea stated: ‘For the future, the focus of Nivea’s travel retail business will lie with markets outside of Europe.’

Nivea Travel Retail was quoted by Globalcosmeticsnews.com as saying: "The last few years have shown, that the purchase behaviour of shoppers within the European travel environment is not yet as favourable for us (compared with) other regions of the world.

"After careful consideration, we have therefore decided to discontinue our activities in Europe."

Even though there has been a conscious push within the market in the last one year, the brand will now be taken off European travel retail and duty free market in favour of growing markets such as the Middle East, North Africa and India.

The company states, "This different shopper-mix as well as the level of distribution and availability of Nivea ranges in the respective countries differs from that in Europe (where Nivea is extremely well distributed across all sales channels)."

This move, however, will not impact Beiersdorf’s high-end brand La Prairie.

The plan will not affect jobs, the company stated.