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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.
As...