Unilever Beauty & Personal Care : advertising & marketing assignments

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Selected Unilever advertising

Beauty & Personal Care is now the biggest business within Unilever. It is the world leader in personal wash and deodorants, and among the leaders in haircare. The portfolio is led by six key global brand families: Dove, Sunsilk, Axe, Rexona, Lux and Pond's. Men's grooming brand Axe is marketed in some countries as Lynx; deodorant Rexona is sold as Sure in the UK, Degree in North America and Shield in South Africa. Those six lead products are supplemented by a vast collection of other brands that is getting bigger all the time as a result of acquisitions both large and small. Existing cornerstones to the portfolio include Lifebuoy soap, Vaseline skincare and Clear haircare; a huge number of other brands have joined the portfolio since the late 2000s. Major acquisitions have included the body wash and grooming division of Sara Lee, Alberto Culver and Toni & Guy haircare, British cleansing range Simple, Russian beauty giant Kalina, US mail order razor business Dollar Shave Club and South Korean skincare range AHC. The group has also added numerous smaller brands, especially in the premium and prestige skincare sector, including Schmidt's Naturals, Shea Moisture, Living Proof, Kate Somerville, REN and many others. Skin and body care is the group's main focus these days, but Unilever still maintains a foothold in the oral care care sector. Until 2000 it was the global #2, but has steadily withdrawn from this sector in several major markets (including the US and UK). It remains the global #4 in toothpaste with brands including Signal and Close-Up. Combined revenues from personal care & beauty were €20.6bn in 2018, representing around 40% of Unilever group revenues. Alan Jope, formerly divisional president of Unilever Beauty & Personal Care, was promoted to group CEO in 2018. His successor at personal care was eventually named as Sunny Jain. Santiago Itturalde is EVP, global deodorants. Vasiliki Petrou is group EVP & CEO, global prestige brands. See also Unilever Home Care.

Capsule checked 9th August 2018

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Historical profile information for Unilever HPC

Recent stories from Adbrands Weekly Update:

 Adbrands Daily Update 11th Jun 2019: Unilever made another addition to its premium skincare portfolio with a deal to acquire Asian-influenced Tatcha. Price tag was reported to be in the region of $500m. Headquartered in San Francisco, the brand is sold primarily through online channels.

 Adbrands Daily Update 26th Mar 2019: Unilever named Sunny Jain as the new president of its beauty & personal care division, replacing Alan Jope, now group CEO. Jain joins the group from Amazon where he has headed the "core consumables" business, responsible for private label personal care and food products. Before that he spent more than a decade at Procter & Gamble. He will join Unilever in June 2019. Also this week, Unilever announced plans to expand its prestige beauty portfolio with the acquisition of French derma-cosmetic company Garancia. The firm makes a range of face and body skincare products, of which the best known is Pschitt Magique. No terms were disclosed.

 Adbrands Weekly Update 5th July 2018: Ads of the Week: "Bodybuilder". Here's an outrageous concept from Ogilvy Singapore for Unilever's global skincare brand Pond's, now extended to men's grooming products. Very funny, but also more than a little gross. Even better, it's two ads in one: the one aimed at bodybuilders teaches them new ways to get that perfect gleam! 

 Adbrands Weekly Update 21st Dec 2017: Unilever added yet another brand to its increasingly voluminous US-based beauty portfolio. Specialist deodorant and body wash manufacturer Schmidt's Naturals uses - as the same suggests - only natural ingredients in its products, no chemical additives. This has become one of the US market's hottest segments; P&G acquired rival natural deo producer Native last month. Schmidt's sells sold mostly direct to consumer online or through selected outlets of Target and Kroger. No terms were disclosed, but Schmidt's is expected to hit $90m in revenues next year. Unilever has been on a buying streak in the beauty market recently. This year alone, it has completed deals for beauty and personal care manufacturers Sundial Brands, Carver, Hourglass Cosmetics and Living Proof, and launched a string of new brands and line extensions.

 Adbrands Weekly Update 14th Dec 2017: Unilever's latest move in the US beauty sector is not another acquisition - it has made several in the past couple of years - but two brand new launches developed inhouse. Love Beauty and Planet is a line of hair care, styling and body-care products made with sustainable packaging and ingredients, rolling out early next year through mass and drug retailers. Meanwhile, botanical-based hair and body cleansing line ApotheCare Essentials, is already on-sale through CVS pharmacies and will be extended to other drugstore retailers and e-commerce channels in January. Both have been overseen by Piyush Jain, Unilever’s VP, North America hair care, and are being given a soft launch with only limited advertising. "The consumer we're talking to would rather discover a brand like this," said Jain. "She likes the sense of journey around discovering the brand, instead of [us] screaming out loud to her. We want this brand to be discovered on a treasure hunt that she shares with her friend, versus a big manufacturer announcing it big on TV."

 Adbrands Weekly Update 30th Nov 2017: Unilever expanded its beauty business with the acquisition of premium ethnic hair and skincare manufacturer Sundial Brands, makers of SheaMoisture and Nubian Heritage. No price was disclosed. Sundial is expected to generate revenues of around $240m this year. "The Sundial team has built differentiated and on-trend premium brands serving multicultural and millennial consumers that enhance our existing portfolio," said Unilever North America president Kees Kruythoff. "Sundial is an important addition to our US portfolio of purpose-driven companies, which includes Ben & Jerry’s and Seventh Generation."

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