A skincare company is to launch a new line of products, specifically for tattooed skin.
Beiersdorf, whose brands include Nivea and Eucerin, says this is its first new brand for more than 30 years.
Called 'Skin Stories', it will offer a range such as Rapid Repair Balm, Colour Protection Sun Stick and Daily Lotion.
"The tattoo wearers and tattoo artists all want the same thing - for the work of art on the skin to stay looking great, even for decades", the company says.
The new brand will launch at the end of September under Beiersdorf's business unit Oscar & Paul.
The care system, which will be available in retail stores and at selected certified tattoo studios, has been developed with tattoo experts.
The Skin Stories range | Image: Beiersdorf AGHauke Voß, director of Oscar & Paul, says: "Tattoos are becoming more and more popular and have long since ceased to be a symbol of rebellion.
"They are now a personal accessory. But few people know how to look after tattoos properly."
He and his team spent close to two years engaging in in-depth research and working closely with external partners.
The four products contain so-called Inkguard Technology - an active ingredient combination that helps to optimally care for tattoos.
Beiersdorf says: "The challenge now is to gain a firm foothold in this niche market, offer the consumers crucial added value, and breathe life into the brand purpose of 'Making tattooing better and safer'".
Mr Voß explains: "As tattooing is not an occupation that requires official training, there is no standard means of acquiring expertise in the field of dermatology, even though precisely this expertise would further improve the art of tattooing".
"Which is why, in addition to product development, Skin Stories established the Expert Circle, the first think tank for modern-day tattooing.
"This will now bring various disciplines in the fields of skin research and tattooing craftsmanship together."
