Nivea is one of the leading care brands in Germany, with expertise in water-in-oil emulsifiers, and a localized marketing strategy to compete with similar brands such as Ponzi and OLAY. In terms of cleaning and care products, Nivea does not insist on competing in the blooming of the female market, but turns to the field of men's care and consolidates the basic professional product line.
 
At present, in the men's body wash series, there are three men's body washes: Refreshing Purifying, Kinetic Cooling and Mineral Mud Awakening Men's Body Wash, all of which are available in the brand's signature blue and black bottles, following the SLES blend of betaine to balance the amount of foam and hydration preferred by men. All three products are roughly the same in terms of ingredient system, and all follow the characteristics of men's shower gels with high cleansing power and an icy feel. The disadvantage is that it is easy to have a false slippery feeling after rinsing, and the use experience is inferior to that of Old Spice.
 
Nivea men's shower gel has a unified specification of 500ml, and the price of 30 yuan is very fair, which is one of the first choice for many men who pursue cost-effectiveness.