Hide N' Seek

Driving Disruption in Skincare

Lyn McGregor
Flamingo International, United Kingdom
James Potocki
Unilever, 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 a manufacturer Unilever felt an urgent need to understand and market against a more powerful and precise definition of body care consumers. perceptions and aspirations. We believed that this understanding could guide brand architecture, innovation strategy and communication.