Beiersdorf had a positive 2015. The personal care leader gained share in relevant markets and further improved its competitiveness and efficiency. Brands such as Nivea and Aquaphor led to gains. With 2015 in the books, Carole Rissmann, vice president of marketing at Beiersdorf, Wilton, CT, took time to chat with Happi about the latest developments as the weather warms up.
 
Happi: What are the top trends for Spring 2016 and why?
 
CR: The top trends in fashion, cosmetics and skin care for Spring 2016 are vibrant colors and a focus on the natural look of the skin. We’re also seeing more and more emphasis being put on the health of one’s skin and maintaining healthy-looking skin. For example, Nivea Lip Care with Nivea Care & Color Lip Care products adds a touch of color, with a moisture core that keeps your lips hydrated and healthy-looking. Fragrance-free products, like those offered by Eucerin, also add to the less-is-more, natural trend.

There is always interest around beauty products that introduce a convenient solution. Nivea’s In-Shower Body Lotion allows women to moisturize while in the shower. It’s quick, easy and moisturizes instantly with no sticky feel and it leaves skin soft and smooth for 24 hours.
 
In men’s skin care, beards won’t necessarily go away as a whole, but as warmer weather approaches, more men are looking to get a head start on “Spring cleaning” their faces and that centers around a clean-shaven look.
 
Products that multi-task will continue to be fan-favorites. For example, Aquaphor Healing Ointment, which has been around for 90 years, continues to be the brand for so many skin care needs, like dry, cracked skin, chapped lips, and even taming eyebrows and flyaways.
 
Happi: Are there certain ingredients or components in these products that are noteworthy to consumers?
 
CR: Shoppers are always looking for ingredients that are trending, whether it’s the newest oil or cocoa butter. With Beiersdorf products, we know shoppers are also looking for what works with their skin, whether it’s our Nivea Men Sensitive Post Shave Balm for men with sensitive skin or the newest in skin science from Eucerin. The fragrance-free Eucerin In-Shower Moisturizer, which can be applied right in the shower, is enriched with Provitamin B5 to moisturize and soothe dry skin. Proven to increase hydration and improve the look of skin, with regular use.

We’re also noticing that men want more when it comes to skincare. Nivea Men Creme aims to elevate men’s skin care routine by providing an easy to use creme that hydrates the face, hands and body.

Moms continue to search for skin care products for their babies that are safe and paraben-free, yet also convenient. Aquaphor Baby’s Pediatrician-Recommended two-in-one Wash & Shampoo line will hit shelves in August with a new easy-to-use, convenient pump.
 
Happi: What should we look out for later this year in the personal care industry?
 
CR: We can expect to see more products within the men’s category as men are demanding more products that cater specifically to their needs. The newest, Nivea Men Creme is a simple to use multi-purpose product that caters to what men want, all in one package, and we expect this trend to continue happening throughout 2016.