Shed your sleeves with 'Whitening - A deodorant by NIVEA'

Company Brief

New Delhi, May 14, 2011

NIVEA India Pvt. Ltd., an affiliate of Beiersdorf AG and world's largest skincare brand, introduced yet another global innovation in the deodorant category - Whitening, a deodorant for women. The R&D team at NIVEA has developed 'Whitening' - a deodorant that REPAIRS UNDERARM SKIN AND MAKES IT FAIRER & EVEN TONED. The Whitening deodorant is being introduced through an innovative, multi-city campaign called 'SHED YOUR SLEEVES' that encourages girls to wear sleeveless clothes without any fear of exhibiting their under-arms. The campaign, kicked off over last weekend in Bangalore by Kannada superstar- Aindrita Ray, is now being launched by Miss Srilanka Universe and Bollywood superstar Jacqueline Fernandez at the City Square Mall, Rajouri Garden in Delhi today.

NIVEA has joined hands with India's leading youth brand MTV, to undertake a series of mall activations across the country to create the 'SHED YOUR SLEEVES' movement among women. As part of the campaign MTV has helped establish the movement with on-air teasers on shedding your sleeves. MTV has then extended the concept on ground to allow women across the cities of Bangalore, Delhi and Mumbai to shed their sleeves. With the MTV VJs like Ayushmaan, Rhea and Gaeyln hosting the events, the activations have been well received across the cities.

Underarm darkening has been a problem that women have battled against for years caused by waxing, shaving and usage of hair removal creams. After continuous usage, the underarms skin often becomes dark, dull and patchy. NIVEA has found a solution to all these problems in its Whitening deodorant. A FIRST EVER IN INDIA AND WORLDWIDE, this deodorant contains a product ingredient called “licorice extracts” that counteracts skin darkening and works against hyper pigmentation. These licorice extracts are natural plant extracts that are traditional skin lightening agents and reduce melanin production. Effect? Fairer and even toned underarms, just like the rest of the body. The deodorant also contains witch hazel that exhibits skin calming and soothing effects and has astringent properties that help close small wounds and ease itching post repair. It also has 48 hr efficacy and care with long lasting feminine floral fragrance to provide long lasting freshness. Moreover, deodorant doesn't cause any irritation on sensitive skin as it has 0% alcohol.

In its 100th anniversary, Beiersdorf is preparing the ground for future growth and is realigning the NIVEA brand. With the business strategy “Focus on Skin Care. Closer to Markets”, the company will concentrate on its core competence skin care, placing NIVEA in its center. Whitening deodorant is a reflection of this global strategy.

NIVEA Whitening deodorant is available in the most popular application forms:

• Aerosol Spray150ml for Rs.179/-

• Roll-On 50ml for Rs.165/-

NIVEA products are available at all major super markets and general stores.

Clea Public Relations

Arun Mittal

Mobile: +919654521511

Email: arun@cleapublicrelations.com