Nivea is launching in April 2012 a new range of body moisturizers to be used under the shower.

As the mass market leader in Body moisturizers in Europe, Nivea is currently launching in Italy a new generation of body moisturizers to be used under shower, simply named “Under the Shower” (“Sotto la Doccia” in Italian).

The range is made of three products :

– Nivea “Under the Shower” Moisturizing Body Balm / Sotto la Doccia Balsamo Corpo Idratante

– Nivea “Under the Shower” Nurturing Body Balm / Sotto la Doccia Balsamo Corpo Nutriente

– Nivea “Under the Shower” Body Balm for Men / Sotto la Doccia Balsamo Corpo for Men

The instructions for use are divided into 4 steps :

1. Wash yourself with your usual shower gel, and rinse it off
2. Apply directly the “Under the shower” formula on wet skin, and massage
3. Rinse off the formula, which leave a moisturizing sensation on skin
4. Towel off

The idea is to transfer the moisturizing gesture of the bodycare routine from “after shower” to “in shower”.

This type of moisturizing product to be apply under the shower is not new actually : Olay launched in 2004 the same concept under its Olay brand with the “Moisturinse In-Shower Body Lotions” range, with the same instructions of use as Nivea products. In the current Olay range, the Moisturinse range has become “Olay In-Shower Body Lotions”.

In 2006, P&G introduced a new range of moisturizing body washes under its Olay range named “Olay Ribbons”. This range was based on a technology allowing to associate into the same bottles two different phases or “ribbons” : a cleansing phase based on a classical shower gel technology, and a mosturizing phase based on petrolatum. Petrolatum is a semi-solid oily raw material, very non-polar. When applied on skin, it melts, and is difficult to rinse off due to its highly hydrophobic properties. This technology is protected by several patents owned by P&G, among which are :

– US8124573 : Striped liquid personal cleansing compositions containing a cleansing phase and a separate benefit phase with improved stability

– US8088721 : Mild, structured, multi-phase personal cleansing compositions comprising density modifiers

– US8084408 : Striped liquid personal cleansing compositions containing a cleansing phase and a separate benefit phase comprising a high internal phase emulsion

– US8084407 : Mild, structured, multiphase personal cleansing compositions comprising density modifiers

…etc

Olay Ribbons specific range has joined the body cleansing range of Olay, under the name “Moisturizing Body Washes”.

Nivea “Under the Shower” concept is clearly closer to Olay Moisturinse products than Ribbons products. In Ribbons, one product only wash and moisturizes. Nivea “Under the Shower” and Olay Moisturinse are more a new “in shower” moisturizing gesture, where the “after shower” body lotion have been transfered on wet skin.

Nivea “Under the Shower” Technical Analysis

The three “Under the Shower” formulas are based on the same technology. The only differences are on active ingredients and fragrance.

Formula structure

Emulsified O/W gel thickened and stabilized with Sodium Acrylates/C10-30 Alkyl Acrylate Crosspolymer / Sodium Carbomer, co-emulsified with fatty alcohols (Cetearyl Alcohol, Stearyl Alcohol and Myristyl Alcohol). Cera Microcristallina and Paraffinum Liquidum are, just like Petrolatum mentionned above, very non-polar oils, which also are hydrophobic and do not rince easilly under water.

The aqueous phase contains Glycerin.

The oil phase is made of Cera Microcristallina, Paraffinum Liquidum and Hydrogenated Coco-Glycerides.

The formula contains a powder : Aluminum Starch Octenylsuccinate.

This formula is based on the technology of a classical body lotion, except on the choice of the oil phase : “heavy” non-polar hydrophobic oils where used to improve the deposit of oil phase on wet skin, resulting in a “moisturized” feeling. It would be more like sensation of film on skin, a film that cannot be easily rinsed without the use of a shower gel.

Preservative System

The formula is protected against microbiological growth by Phenoxyethanol and Methylisothiazolinone.

Active ingredients

Nivea “Under the Shower” Moisturizing Body Balm / Sotto la Doccia Balsamo Corpo Idratante

The formula contains Maris Sal as active ingredient.

Nivea “Under the Shower” Nurturing Body Balm / Sotto la Doccia Balsamo Corpo Nutriente

The formula contains Prunus Amygdalus Dulcis Oil as active ingredient.

Nivea “Under the Shower” Body Balm for Men / Sotto la Doccia Balsamo Corpo for Men

The formula contains Maris Sal as active ingredient.

Ingredients

Nivea “Under the Shower” Moisturizing Body Balm / Sotto la Doccia Balsamo Corpo Idratante

Nivea “Under the Shower” Nurturing Body Balm / Sotto la Doccia Balsamo Corpo Nutriente

Nivea “Under the Shower” Body Balm for Men / Sotto la Doccia Balsamo Corpo for Men

[Sources]