I have seen Nivea creams for men are more on the expensive side. Why are Nivea creams so expensive?

Nivea creams are expensive because they cater to upmarket clientele. But since most fairness creams are used by men, rather than women(it is a fact, Nivea has decided to bring its prices down.
The price of Nivea facewash has gone down from Rs.145 to Rs.99 primarily as it wants to be face to face with competitors. Nivea products are being displayed alongside other brands but since the price is high, middle class people do not usually buy them.