Unilever 2015 Annual Report Download - page 23

Market shares of Unlever
deodorants are growng n both
the US and anada
PERSONAL ARE
PERSONAL ARE IS HOME TO
SOME OF UNILEVER’S LAREST
AND BEST KNOWN BRANDS
INLUDIN DOVE, AXE, LUX,
REXONA AND SUNSILK, ALL OF
WHIH ARE 1 BILLION BRANDS
It s Unlever’s largest category wth
turnover of 201 bllon accountng for
38% of roup turnover and t represents
48% of roup operatng proft Personal
are’s strategc role s to delver
compettve growth through our core
brands and a newly created Prestge
busness, enabled by enhanced
proftablty to fund further nvestment
The category made strong progress
towards these strategc goals n 2015 A
focus on nnovaton and strong marketng
communcatons drove core brands’
growth, whle the Prestge busness
has expanded through acqustons and
organc reach These prortes contrbuted
to a 41% underlyng sales growth for
the category
rowng core brands was acheved through
nnovatons, geographcal expanson of our
global brands, and marketng campagns
In deodorants we launched Dry Spray
products across our brands n North
Amerca In oral care we ntroduced
Zendum – a premum toothpaste that
boosts the mouth’s natural defences – n
France and Italy, extendng avalablty to
nne countres In har we rolled out Dove
Advanced Har Seres globally, and
launched the TRESemmé Perfectly
(Un)done collecton
Our brands are supported by marketng
ntatves that address the ncreasngly
complex meda channels that consumers
use, wth ncreased focus on dgtal
All Thngs Har, an onlne vdeo channel
that creates content n partnershp wth
vloggers, s now lve n nne markets
and has had more than 125 mllon vews
snce ts launch n 2013 We also have
a partnershp wth Vce, the youth meda
company, through whch several Unlever
brands support the new women’s
channel Broadly
The category created a new Prestge
busness and n 2015 t acqured four
busnesses – Dermalogca, Murad, Kate
Somervlle and REN Ther brands are
present n the hgh-growth premum
skn care segment of the market
Outsde Prestge, we are takng steps
to strengthen the performance of our
core skn care brands further Dove
launched the Dove DermaSpa range n
Europe, brngng spa experence and
dermatologcal care together
Vaselne has also been the subect of a
maor ntatve through a partnershp wth
Drect Relef The Vaselne Healng Proect
embeds the USLP further nto our brand
actvtes and provdes the medcal
supples and local health worker tranng
to support people workng n crss and
dsaster areas
In addton to Vaselne, the category has
several other Sustanable Lvng brands,
such as Dove, Lfebuoy and Sgnal, whch
meet consumers’ demand for responsble
busness and enoy stronger, sustanable
growth The Dove Self-Esteem Proect has
reached more than 19 mllon young people
n 115 countres, encouragng women to
develop a postve relatonshp wth the way
they look, and to make beauty a source of
confdence rather than anxety
ONTINUED
INNOVATIONS
HELP DRIVE
ROWTH IN
ORE BRANDS
INTRODUIN DRY SPRAY
DEODORANTS IN NORTH AMERIA
IMPROVED ONSUMER
EXPERIENE TRANSFORMED
BY THE SPRAY FORMAT
A maor nnovaton n 2015 was the launch
of Dry Spray deodorants across Dove, Degree
(Rexona globally) and Axe Renventng the
benefts of the spray format, the nnovaton
delvered on a true consumer need –
deodorant that goes on cleaner and drer
20 Unilever Annual Report and Accounts 2015Strategic Report
OUR ONSUMERS