Germany-based global skincare company, Nivea(Beiersdorf) has forayed into the growing anti-ageing market in India with the launch of Nivea’s first-ever anti-wrinkle range called Q10. “After setting up our subsidiary in India in 2005, we wanted to leverage on the ‘care’ equity that Nivea had in the country. Since 2005, Nivea has launched different body care products like the UV lotions, an extensive line of deodorants, face washes for women under the Visage range and a full line of men’s grooming products,” says Soma Ghosh, Marketing Director, Nivea India. The brand has positioned the Q10 range in the premium segment with a price band of Rs700-Rs900. In that segment, it will compete with brands like Olay, Neutrogena and L’Oreal.