Unilever 2010 Annual Report Download - page 15

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Report of the Directors About Unilever
12 Unilever Annual Report and Accounts 2010
Winning with brands
and innovation
Brands and innovation are at the heart of everything we
do.Success means developing products that keep pace with
changes in consumer lifestyles and that appeal to people at
all income levels. We’re using breakthrough technology to get
bigger and better innovations into the market faster, supported
by the very best marketing.
Superior products
Our aim is to give consumers an
unbeatable product experience. We
areinvesting in our formulations and
constantly assessing our product
performance in order to drive consumer
preference in branded and unbranded
product tests. We’re doing this both
forour innovations and for our
existingmixes.
Our vision of quality is not just about
thefunctional delivery, but it’s also about
sensorials: packaging design, textures,
taste andfragrance.
For example, the Rexona for women
deodorant re-launch in 2010 has delivered
great business results in some markets
through quality improvement. Product
testing of the antiperspirant aerosol has
shown that, overall, women prefer Rexona
to the closest competitor and, specifically,
rate it higher on dryness, odour control
and absence of white marks on clothing.
As a result, Rexona was one of our fastest
growing brands in 2010.
Bigger, better, faster innovation
Successful innovation is the lifeblood
ofany consumer goods company. For
abusiness like Unilever, success means
innovations that work globally, rather
than in just one or two countries. For
example, DoveMen+Care, a bold move
into the men’s personal grooming
category, was launched in over 30
countries in2010.
This kind of achievement starts with what
we call ‘disruptive technology’, namely
technology that makes a big impact on
the market by meeting consumer needs
better than all available alternatives.
Sharpconsumer insight and R&D are
coreto delivering on that aim.
Solid gold from Magnum
It’s on everyone’s lips!
Magnum Gold?!, the first
ever golden ice cream on a
stick, launched in 29 countries
in 2010 with a Hollywood
blockbuster of a campaign
featuring Academy Award
winner Benicio del Toro.
54
awards won by Axe at the
Cannes Lions Advertising
Festival over the past
fiveyears
Sunsilk Co-Creations
5
rolled
0
out to over
countries in less than
12months