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Launch Pad: Mass Market Makeover

UNILEVER: Love Beauty and Planet, ApotheCare Essentials
The Essentials: Unilever North America has spent the past few years filling gaps in its beauty portfolio with a series of acquisitions, but hitting shelves in January are two new personal-care brands of its own creation. Targeted at Millennial and Gen Z consumers, ApotheCare Essentials and Love Beauty and Planet were incubated in a similar fashion at the Anglo-Dutch consumer goods giant’s U.S. headquarters — by a small start-up style team in just under a year, overseen by vice president of hair care for North America, Piyush Jain.
Point of Difference: Love Beauty Planet targets environmentally conscious Gen Z consumers with plant-based ingredients, ethically sourced fragrances and 100 percent recyclable packaging across 18 hair and body-care stockkeeping units. ApotheCare Essentials zeroes in on older Millennials with a proposition that combines botanical ingredients backed by proprietary science. “Love Beauty and Planet was developed with the goal of making people feel more beautiful while giving a little love to our planet, and ApotheCare Essentials takes the purity of nature and pairs it with the efficacy of science,” Jain said. “We see [both brands] as complements to our current Unilever product portfolio.”
Retail Reaction: ApotheCare Essentials is the more premium

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