NIVEA Beauté celebrates 5 years in the Middle East

In the past five years, NIVEA Beauté has gone from strength to strength across all Middle East markets, making it the leading colour cosmetic brand in the region in the mid market segment.

"We are very proud to celebrate this important milestone for NIVEA Beauté, especially in such a competitive environment across the region, " said Jean-Manuel Canga-Valles, Marketing Manager Colour Cosmetics, Beiersdorf Middle East. "I am glad to share with you that our business is growing at a strong rate of 20% as of end September 2003."

In the Middle East region, NIVEA Beauté enjoys increasing sales volumes and growing market share, as consumers associate it with NIVEA's well-known brand values of care, trust and quality.

NIVEA Beauté has been extremely active in continuously innovating its products, and having a constant stream of competitive product launches across its markets; this has also contributed to its 'market leader' status in the mid-market segment.

Saudi Arabia is one of the biggest and most important Middle East markets for Beiersdorf, where NIVEA Beauté's range of products have been steadily increasing market share in the Kingdom, backed by Beiersdorf's long standing partners, Al Injazat Trading Corporation's strong professional support to the continuous growth of the NIVEA brands.

Al Injazat Trading Corporation is a large and well-established trading company. It has a distinguished track record, having successfully achieved constant increase for NIVEA sales in the Saudi market over the years.

Samir Shreim, Chief Executive of Al Injazat Trading Corporation, commented, "We are extremely pleased to celebrate this important occasion with NIVEA Beauté. The fifth anniversary represents the recognition of a strong partnership which will encourage us to intensify our efforts to further expand the market share for NIVEA Beauté in Saudi Arabia."

"We appreciate the efforts of all our partners across the region," concluded Canga-Valles. "We value the co-operation, innovation and commitment of our distributors, and we look forward to a continuing and fruitful relationship with all of them, working towards our common goal."