Well Nivea is a very popular brand in my country.
What you pay for in branded products are mostly the advertising, because the product itself doesn't cost that much to produce and to distribute.
A lot of people believe that price reflect quality, and that's wrong. You can find superior products in small brand products.
Even in our specific niche which is Hawaiian beauty products, some are selling products almost 2 times our price. The difference is none or they include a sophisticated design and packaging, and agressively market their products which cost big money.
As a consummer, I prefer to buy good products, rather paying for something I don't care too much.
The thing you should do, is testing, testing and testing until you find the right products at the right price and stick to it.