The output value of the open-shelf remover market was TWD 1.4 billion in Taiwan in 2017, marking an average annual growth rate of 3-5%. Since September 2016 when NIVEA was launched, it has risen to the top 10 on the market. However, although it has been growing, it has to vie with strong competitors like Biore, L'oreal Paris, Bifesta and Senka, and has only managed to maintain the ranking of No. 6 and a market share of 2.8%. NIVEA has not yet raised its ranking to the top 5 or made its makeup remover products the first choice for consumers.

As NIVEA Oxygen Boost cleansing water series were launched later than the other similar products on the market in Taiwan, the first and foremost marketing objective is to attract the consumers of the major competitors.

For a long time, women have to wear makeup to show respect for the social etiquette, to blend in society, and to a certain degree, to fulfill their social responsibility. Recently, girls and women in Asia as a whole have stood up to say no. They don't want to swallow insult and humiliation silently any longer. "Courage" is the keyword of their lifestyle.

We did a thorough survey and concluded that this wave of women's awakening had risen.

For example, the singer Jolin expressed true value and power of women in her album "Ugly Beauty." In South Korea, the "Breakaway" movement is gaining momentum, in which women break cosmetics, remove makeup and emphasize that “I am what I am."

Understanding and supporting the innermost thoughts and feelings of these women, NIVEA Oxygen Boost cleansing water series stands together with them and serves as the strongest backing for them.

Female aged between 18 and 34, college students, and newbies at work, who just start social interaction, pay careful attention to their appearance. They are more willing to share their life stories in social media. They like taking selfies with a photo APP or with a photo filter, to make themselves look better.

However, we found that they try to look better because they are afraid of looking unconfident. So they try every way to make themselves look radiant.

They are the target consumers of NIVEA Oxygen Boost cleansing water series, the strong performance of which will offer the most reliable support, and enable girls to feel confident and brave enough to face challenges after their makeup is removed.

They are willing to share and interact with others at social media, which will create more opportunities for more people to learn and experience NIVEA Oxygen Boost cleansing water series.

Stage 1: Idol’s advocacy of bare-faced appearance.

Ivy Shao, the brand ambassador of NIVEA and one of the most influential stars among young people.

-Ivy Shao started the campaign at her fan page and asked several cosmetics KOLs and Instagram celebrities to participate in the campaign.

-The cosmetics KOLs demonstrated the strong effect of NIVEA Oxygen Boost cleansing water series at YouTube and the social medias.

Stage 2: Launch the "Makeup Free Be You" street snapshot

-Chance encounters with girls that wear no makeup. Interactive videos send a clear message that the strong performance of NIVEA Oxygen Boost cleansing water series enables girls to remove makeup confidently.

Stage 3: “Makeup Free Be You” interactive posts

-Organizers of the campaign took the opportunity of the approaching Christmas to launch filter-free bare-faced appearance photo and other interactive posts at social media, to continue the momentum of the "Makeup Free Be You" campaign.

During the campaign, nearly 70% of the major target group participated in the interaction and the number of "likes" increased by 3 times.

Sales at Watsons grew by 35% over the same period in 2017, sales at COSMED grew by 65% over the same period in 2017 and the products were recognized and ranked No. 1 by Urcosme, a third-party cosmetics platform.

The rollout of NIVEA Oxygen Boost cleansing water series in Taiwan's cleansing water market achieved remarkable sales!