Nivea celebrates its centennial in Thailand with strong market performance: the moisture care segment (Blue segment) has grown 5–6× faster than the overall body care market despite post-COVID slowdown. The brand is leveraging this momentum to launch products across 6 new skincare categories, addressing emerging consumer concerns around dry skin (32% of consumers) and tailored formulations for younger generations seeking lightweight textures. This demonstrates how heritage brands can adapt to shifting preferences while maintaining core product equity.