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As previously reported, Nivea has extended its flagship anti-ageing Q10 range with the new Q10plus Serum Pearls. The launch will be supported by a global advertising campaign, and travel retail promotions in airports, including Munich, from January 2015. The new serum was previewed at last month’s TFWA Exhibition in Cannes.
“Q10 is our anti-ageing icon,” Beiersdorf Director New Routes to Market Sigmar Werz told The Moodie Report in September. “Every two seconds a Q10 product is sold somewhere in the world. This will be the first such serum offered in the masstige sector.”
The product, whose pearls contain the highest concentration of Q10 within the Nivea Q10plus skincare range, is said to visibly reduce existing wrinkles and delay the onset of new ones. Other key ingredients include hyaluronic acid and creatine.
According to Nivea, the skin’s own coenzyme Q10 is vital for energy production and free radical protection. However, Q10 levels decrease with age, hence the need for a supplementary source.
The innovative delivery system of Nivea’s new Q10plus Serum Pearls is said to guarantee freshness with every single use. The pearls are mixed homogenously with the moisture gel after pressing down the nozzle of the dispenser, which activates both phases into the final serum.
Werz added: “We are excited to launch Nivea Q10plus Serum Pearls into travel retail from November to customers; landing in-store in December”¦At such an attractive price-point and with heavy marketing support invested it is destined to do very well at an international level.”
Nivea Q10plus Serum Pearls is available in a 40ml pump dispenser and is priced at €12.50 in travel retail.
