Unilever’s insights into new kinds of affordable “luxury”

This report covers Unilever's approach to translating consumer insights into product innovation in a tough economic climate, illustrated by two brand examples: its Degree deodorant and Magnum Infinity ice cream bar.

Unilever's insights into new kinds of affordable "luxury"

Geoffrey Precourt Warc

Marie-Agnes Beetchen, Unilever R&D's senior director/global head of consumer insights, want to draw a distinct line between insights and marketing claims.

The time has passed, she told a session at the Market Research Event in Boca Raton, Florida for whiter-than-white laundry claims.

"Innovation always has been a transition," she offered. But "it's difficult for R&D when the people in marketing say we need to have a face cream that makes you look 10 years younger. What that tells me is that they want a cream that...

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