{"id":45187,"date":"2026-05-22T04:45:09","date_gmt":"2026-05-22T04:45:09","guid":{"rendered":"https:\/\/www.europesays.com\/britain\/45187\/"},"modified":"2026-05-22T04:45:09","modified_gmt":"2026-05-22T04:45:09","slug":"how-unilever-plans-to-double-down-on-beauty-and-wellness","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/britain\/45187\/","title":{"rendered":"How Unilever Plans to Double Down on Beauty and Wellness"},"content":{"rendered":"

\n\tWith the recent $20 billion merger<\/a> of its foods division with McCormick & Co., Unilever \u2014 already the second-largest beauty manufacturer in the world \u2014 is looking to go even further and wider into the category.<\/p>\n

\n\t\u201cThe convergence of beauty, health and personal care will be the fastest-growing segment for the next 10 years,\u201d said Herrish Patel, president of Unilever U.S. and chief executive officer of Unilever\u2019s North American personal care division, at the Beauty CEO Summit.<\/p>\n

\n\tAmong his other predictions: male grooming will double in size as a category over the next decade. Unilever\u2019s core health and beauty business is positioned to achieve high single-digit growth in the next five to 10 years. And Unilever\u2019s most recently acquired breakthrough brands \u2014 Dr. Squatch<\/a>, Gr\u00fcns<\/a> and Liquid I.V. among them \u2014 are on course to each become a billion-dollar business within roughly the same timeframe.<\/p>\n

\n\t\u201cWilliam Lever, over 100 years ago, said that [Unilever] would bring hygiene to the many. We\u2019ve reinvented that mission statement to say we will bring desire at scale to the many,\u201d said Patel, adding that today, Unilever brands are in approximately 95 percent of American households. <\/p>\n

\n\tThose brands, he said, each in their own way emphasize a combination of science, aesthetics, sensorial experiences and youth-spiritedness in order to win \u2014 or SASSY, the acronym Unilever uses to describe its strategy.<\/p>\n

\n\t\u201cWe\u2019re passionate that our brands are youth-spirited, but it\u2019s agnostic of age,\u201d said Patel, pointing to Dove\u2019s latest \u201cThe Game Is Ours\u201d Super Bowl commercial, which aimed to resonate with and empower women of all ages.<\/p>\n

\n\tProduct look and feel is also key to keeping with the times, and over the last couple of years, more than 80 percent of Unilever\u2019s beauty portfolio has undergone some form of packaging, aesthetic or sensorial update, including legacy brands like Dove and Vaseline.<\/p>\n

\n\tMeanwhile collaborations, like Dove\u2019s Crumbl-themed body care collection, also bring forth critical cultural currency when done right.<\/p>\n

\n\t\u201cThese are not just collabs,\u201d Patel said. \u201cDove x Crumbl was a phenomenon socially; it was a four-month innovation that [reached] $60 million just in Walmart. We had billions of impressions, hundreds of thousands of pieces of organic content and a frenzy in the way we launched it.\u201d<\/p>\n

\n\tDove\u2019s current momentum, Patel said, is proof that \u201cyou can take a legacy brand and reinvent it for the digital world today.\u201d<\/p>\n

\n\tPart of that success also entails mastering the increasingly omnichannel ways of business.<\/p>\n

\n\t\u201cWe believe you have to win three different shelves: the social shelf, the digital shelf and the physical shelf,\u201d Patel said, adding that as AI comes further into play, the stakes are only getting higher.<\/p>\n

\n\t\u201cWe predict that 50 percent of our organization will evolve in the next 12 months because of AI. So, how do we strike that balance between human creativity, powered by machines, but with a sense of purpose, in the way our brands show up and engage consumers in America?\u201d<\/p>\n

\n\tUnilever is on a positive trajectory so far, netting more than three consecutive years of volume sales growth.<\/p>\n

\n\t\u201cThe industry is changing,\u201d said Patel. \u201cWe believe this is a moment where beauty has become available for everyone. Communities own brands. Creativity flourishes. And we have the moment to allow America to express itself, and what beauty means from here.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"With the recent $20 billion merger of its foods division with McCormick & Co., Unilever \u2014 already the…\n","protected":false},"author":2,"featured_media":45188,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_share_on_mastodon":"0"},"categories":[20694],"tags":[22857,16506,12213,2229],"class_list":["post-45187","post","type-post","status-publish","format-standard","has-post-thumbnail","category-unilever","tag-beauty-industry","tag-skincare","tag-unilever","tag-wellness"],"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@UnitedKingdom\/116616411483085755","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/britain\/wp-json\/wp\/v2\/posts\/45187","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/britain\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/britain\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/britain\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/britain\/wp-json\/wp\/v2\/comments?post=45187"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/britain\/wp-json\/wp\/v2\/posts\/45187\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/britain\/wp-json\/wp\/v2\/media\/45188"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/britain\/wp-json\/wp\/v2\/media?parent=45187"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/britain\/wp-json\/wp\/v2\/categories?post=45187"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/britain\/wp-json\/wp\/v2\/tags?post=45187"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}