Tom Branna, Editorial Director03.15.21
You can't argue with sucess, and Unilever Beauty and Personal Care division President Sunny Jain has no intention of doing that. In a recent interview he noted that the company's "purposeful brands" grow two times faster than "non-purposeful" ones. With that in mind, Jain's group is making myriad changes as part of its Positive Beauty strategy, a plan that calls for:
• Eliminate the word "normal" from product product packaging;
• No longer alter marketing images;
• Expand the concept of beauty via diversity and inclusivity;
• Continue the campaign for a global ban on animal testing; and
• Expand sustainabiilty targets.
“Younger consumers don’t care about brands that are just providing functional benefits, they want to associate themselves with brands that are doing good for the people in society, and the planet,” Jain told WWD. “This is a future-fit vision, one that is going to be enduring over time.”
With annual sales in excess of $21 billion, which accounts for nearly half of the company's turnover, Jain and his group will play a key role in making Unilever CEO Alan Jope's wish come true to make it "the global leader in sustainable business."
• Eliminate the word "normal" from product product packaging;
• No longer alter marketing images;
• Expand the concept of beauty via diversity and inclusivity;
• Continue the campaign for a global ban on animal testing; and
• Expand sustainabiilty targets.
“Younger consumers don’t care about brands that are just providing functional benefits, they want to associate themselves with brands that are doing good for the people in society, and the planet,” Jain told WWD. “This is a future-fit vision, one that is going to be enduring over time.”
With annual sales in excess of $21 billion, which accounts for nearly half of the company's turnover, Jain and his group will play a key role in making Unilever CEO Alan Jope's wish come true to make it "the global leader in sustainable business."