Hide n' seek. Driving disruption in skincare

This paper explores a major issue facing brands and organisations - the need to stimulate fresh thinking and prepare for tomorrow's market.

Hide N' Seek

Driving Disruption in Skincare

Lyn McGregorFlamingo International, United KingdomJames PotockiUnilever, United States

THE CHALLENGES FACING UNILEVER

In a number of countries around the world the global skincare team at Unilever were seeing a clear evolution of body care needs and habits. However the potential of this evolution was not reflected in the marketplace. In general, products have very blunt targets and benefits – a classic example of brand architecture would include products for normal, dry and very dry skin. As a result consumers' skin characteristics and needs are generalized to a limited choice.

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