NIVEA FOR MEN wanted to increase its share of the UK male skincare market. This case
study examines how NIVEA re-launched the NIVEA FOR MEN range in 2008. This was part
of its overall plan to develop the range in the UK. It shows how the company developed a
marketing plan for the relaunch and organised its marketing activities to achieve its aims
and objectives. The study focuses on how a company can respond to changes in consumer
expectations, external influences and business aims to achieve those objectives.