In fact, if there was a checklist for how to launch a brand that would be attractive to millennials, Unilever has marked a lot of boxes. Soliciting ambassadors doing good things for the people and planet—check. Sourcing eco packaging materials (including an adhesive that would make labels durable, yet easily removable) to increase recycling rates—check. Using scents infused with ethically-sourced extracts—yes. Skipping parabens—of course! What about a look that’s IG-worthy? Love Beauty and Planet has that too.
With a small team dedicated to the launch, Unilever went from concept to shelf quickly too—in less than a year—about half of what it normally takes, and a feat that’s not easy to do at company of Unilever's size, insisted Piyush Jain, vice president of haircare at Unilever, who showcased the brand to Happi and other editors in New York City in early December.
The pitch to consumers is that Love Beauty and Planet is out to make them more beautiful and give a little love to the planet at the same time. The product line includes shampoos and conditioners, hair masks and oils, body washes and scrubs, and a new concept—a showerless cleansing mist, a product that takes its cue from the dry shampoo category.
With more consumers skipping shampooing on a daily basis, Unilever saw opportunity for a product that could be used on the go and in similar fashion as dry shampoo—think post gym work out or waking up late for that big meeting. Paraben-free, it contains coconut water and hand-picked Moroccan mimosa flower for a delicate fresh scent. The formulation is designed to be sprayed and spread evenly on the skin and it needs no rinsing. The spray dries in about 30 seconds, allowing users to skip the shower and get out the door sooner.
There’s additional Love Beauty and Planet formulation technology with an eye on water conservation too; new patent pending Fast-Rinse conditioner technology that makes it possible for users to cut down on shower time, according to Unilever.
Products in the Love Beauty and Planet range have price tags around $9, which jives with the mass market category Unilever is targeting.
Making the Love Beauty and Planetproducts accessible to as many consumers as possible was critical to the team, and it clearly fits with Unilever's Sustainable Living Plan.
When the line debuts next month, all eyes will be on millennial reaction—not to mention their purchasing action—to see how far Love Beauty and Planet can go in the mainstream.