Nivea Case Sun Category

NIVEA CASE
SUN CATEGORY
Nivea is a German company founded in 1882 that is specialized in body-care. It produces various
products such as tanning oils, shampoo, facial cleanser, shaving, toners, etc. It has six categories of
products: Baby, Hair, Body, Men, Face or Sun and has responsibilities towards its customers in each of
them.
As the marketing manager of the Sun range, I would ask the following questions with regard to
responsibilities towards Nivea’s customers:
i) Do our products truly offer an effective sun protection for customers? Do our products
take care of all skin types? Do we address the needs of the diversity of our customers? Is
the range of products wide enough?
ii) Are the products safe to use? Do we give our customers enough information about the
products we sell (ingredients…)? Are the potential risks given to customers?
iii) Do we give the customers enough advice and information to choose their products?
iv) Are the prices clearly given?
v) Can the customers give their feedback on the products? Have the customers the possibility
to express themselves about what they think about the products?
vi) Do we give the customers additional information on our actions? Do we allow our
customers to be responsible by purchasing Nivea products?
For each of the challenges listed, here are the actions Nivea has implemented to address them:
i) Nivea offers a wide range of solar products with different sun protection factors (SPF). It
has specific products for more sensitive skins like baby’s or children’s skin and for specific
parts of the body that could be more sensitive like the face. It adapts to its various
customers’ preferences by offering different types of protection (cream, oil, mist…) and a
wide possibility of packages (spray, roll-on, bottle…).
ii) There are details about the composition with the complete list of ingredients. The
company explains the risks of the products, which are highly flammable, and warns the
customers about the dangers of a too long sun exposure on the health. It publishes on its
website several articles on the importance of sun protection and especially for particularly
sensitive people like children.
iii) For each product, Nivea recommends other products that can interest the customers. The
company publishes articles on how to protect effectively from the sun. There is a Q&A
section given general information on solar products, sun protection… If customers have
additional questions, they can also contact the customer service.
iv) Since, it is not possible to buy on the Nivea’s website, customers are led to some other
sellers (Amazon, Tesco, wilko) and can see the prices there.
v) Customers have the possibility to leave a review and to note the products on different
criteria.
vi) The company makes some environmentally friendly actions by using recycled materials for
some of its packages. Moreover, Nivea banned from its products, mostly for
environmental reasons, the oxybenzone and the octinoxate, which are two chemical UV
filters.
Even though the company has already implemented many actions so far, some additional steps can be
made to address even better the challenges:
i) Nivea could develop products with natural ingredients for people with allergies.
ii) Nivea can give more information on the ingredients. The composition of its products, even
if given, is still full of unclear ingredients, not necessarily good for one’s health. An
explanatory article on the composition of the products could be helpful for the customers.
Moreover, there are no information of the expiration date of the product. An article on
how and until when to keep a solar product could be useful for customers.
iii) Nivea could put in place a chatbot that will lead the customers in their choices by
recommending a product based on the preferences and needs of the customers.
iv) Even if the prices depend from one seller to another, Nivea could give an idea of the price
on its website. Nivea could also offer the possibility to purchase directly on its website too.
It would be easier for its customers.
v) Nivea could put in place a measure called “satisfy or reimburse” to ensure that the
customer is fully satisfied with the product. Moreover, there are not many feedbacks on
the products. Maybe Nivea can try to gather more opinions.
vi) Nivea can make more efforts to direct its customers towards products that are good for
the planet. Nivea should continue its effort with the packaging. Some packages are not
recyclable. Moreover, Nivea should take actions to protect the oceans. Solar products, that
are not natural, are very pollutive for the oceans. They are endocrine disruptors and are
very harmful for the corals for instance. Nivea could begin to avoid using these ingredients
that are dangerous. Then, the use of natural ingredients could be great to reduce the
pollution. Since developing a new formula takes time, Nivea could start by funding some
NGOs or some actions to protect the oceans, and especially the corals.

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