Unilever 2001 Annual Report Download - page 29

Unilever Annual Report & Accounts and Form 20-F 2001
OPERATING REVIEW BY CATEGORY –
HOME & PERSONAL CARE
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Personal care
2001 results compared with 2000 at
current exchange rates
€million million %
2001 2000 Change
Total turnover 12 310 12 589 (2)%
Total operating profit 2 159 958 125%
Group turnover 12 307 12 567 (2)%
Group operating profit 2 157 958 125%
2001 results compared with 2000 at
constant 2000 exchange rates
€million million %
2001 2000 Change
Total turnover 12 685 12 590 1%
Total operating profit BEIA 2 298 2 035 13%
Exceptional items (50) (1 069)
Amortisation of goodwill
and intangibles (11) (7)
Total operating profit 2 237 959 133%
Total operating margin 17.6% 7.6%
Total operating margin BEIA 18.1% 16.2%
In personal care, we are the world leader in products
for skin cleansing, deodorants and antiperspirants. Sales
increased by 1%, while total operating margin BEIA
improved. Our leading brands achieved growth of 7%,
reflecting the strong performance of our global core brands,
such as Axe, Dove, Rexona, Suave and Sunsilk.
Dove again surged ahead. It recorded its third consecutive
year of over 25% growth with strong contributions from
the new Nutrium bar in the US and shower and body care
products in Europe. Another notable success was the brand’s
move into hair care in Asia, where it reached number three
in the Japanese shampoo and conditioner market within
two months and contributed towards a 12% worldwide
growth in our hair care business. The launch has projected
Unilever into a clear number one position in Japan, the
second largest hair care market, with Lux, mod’s hair and
now Dove.
Sunsilk, our leading hair care brand, also performed strongly,
growing in excess of 20%. It was launched in Mexico,
marketed as Sedal, and rapidly became the fourth biggest
hair care brand in the country. In the US, Suave captured an
11% value share of the shampoo market for the first time.
Our deodorant category grew by 8%, driven by the success
of Dove, Axe and Rexona. Dove consolidated its position in
deodorants with a particularly strong performance in the US
and an encouraging launch in Mexico.
We refreshed the Axe male deodorant range, marketed
as Lynx in the UK, with two new fragrances, Fusion and
Gravity. In Europe, as part of our strategy of extending our
brands beyond their core categories, we introduced an
upgraded Axe shower gel range.
Rexona also made significant progress in the male
antiperspirant market, with Rexona for Men accounting
for a growing proportion of the brand’s sales.
We introduced harmonised packaging for our roll-on
deodorants across all brands, achieving significant
efficiencies in our supply chain.
Our innovations continue to meet the everyday needs of
consumers, in both the industrialised and developing worlds.
In face care, Pond’s Perfect was launched in Japan and
achieved a leading position in the mass sector of the anti-
ageing market, while the launch of Pond’s RenAscent
achieved outstanding success in Mexico.
In Central Asia, Fair and Lovely continued to perform
strongly, responding to renewed advertising focus and
range extensions.
In oral care, we again saw good growth from Signal in
Europe and Close-up in Asia and Pacific. Our position
was strengthened by innovations in toothbrushes and
confectionery, where we built on the success of our dental
chewing gum with the launch of dental sweets. However,
in China, Zhonghua toothpaste had a disappointing year.
Our Prestige fragrance business faced difficult economic
conditions, and sales declined. Following the disposal of
Elizabeth Arden, we integrated the designer fragrance
portfolio into Unilever Cosmetics International. We
expanded the Nautica fragrance range into Europe and
launched fragrances under the BCBG banner in the US.
Total operating
profit BEIA  million
Total turnover
 million
At current exchange rates
Total operating
profit  million
10 712
12 589
12 310
1 583
2 034
2 219
1 543
958
2 159
99 00 01 99 00 01 99 00 01