1. Rationale for Launch
While men's interest in skincare is high, the actual usage rate for facial care remains around 20%. Further market expansion is anticipated by attracting non-users. (NIVEA KAO Survey, 2020; Men aged 20-50, n=865)

Specifically, men in their 20s and 30s are conscious of their appearance from morning through the day, wanting to present a clean image during important daily interactions. These men are aware of the need to avoid appearing unkempt when meeting others, such as in meetings or remote conferences. However, they also feel pressed for time in the morning and desire skincare that requires minimal time and effort. (NIVEA KAO Survey, 2020; Men aged 20-30, n=597 & Interview Survey, n=9)
To address this, NIVEA MEN is launching the "NIVEA MEN Morning 10" series, designed to care for a well-hydrated, impressive complexion in just 10 seconds (*¹)! This all-in-one (*³) skincare series allows for effortless care at the start of the day, offering three distinct lines to address specific appearance concerns.

*¹ Estimated time for skin absorption
*² Series sales value, Men's Face Care Market, INTAGE SRI+, January 2015 – December 2020
*³ Moisturizing care combining lotion, milky lotion, and serum in one product

2. Product Details

Product Name: NIVEA MEN Morning 10

Contents:
Clear Gel 100g
Tone Up Milk 100ml
Oil Block Gel 100ml

※Manufacturer's suggested retail price is not set.

3. Launch Date / Region

October 9, 2021 / Nationwide

4. Product Features

Absorbs quickly without stickiness. Three lineups tailored to specific appearance concerns.

[Clear Gel]
For refined, hydrated skin with less visible pores.

[Tone Up Milk]
Brightens complexion*⁵ for an improved impression, plus hydration.

[Oil Block Gel]
Prevents shine and stickiness throughout the day, while providing hydration.

*⁴ To the stratum corneum
*⁵ Makeup effect from tone-up powder