Unilever kicks off biggest personal care launch yet

The CPG co is taking advantage of the changing planograms at retail for a big shopper marketing push around its new products.
DoveMenHairLine

With 24 new products across seven brands, Unilever is in the midst of its biggest launch in the personal care category to date, says VP of marketing Sharon MacLeod.

Hoping to capitalize on retailers’ changing-of-the-planograms, which occurs in the beauty category annually in January/February (with a second window for a one-product-in, one-product-out change in August), the company has unveiled new lines for Dove, ClearScalp and Vaseline, among others, in hopes of capturing more shelf space.

Everything was revealed under embargo at a massive press event in November, with make-up and beauty stylists-to-the-stars on hand to answer questions. Because of the embargo, buzz around the launches is just starting to trickle in, MacLeod says. But she adds the anecdotal response was so positive they are likely to repeat the mass-brand event in the future.

Expect to see a flurry of activity around new products, which include Nexxus’ Hydra-light shampoo and conditioner, Tresemme’s Keratin Smooth and Platinum collections and Dove’s Men + Care Styling Range, all of which bowed on January 13. The products began shipping mid-January, with the final batch, including new men’s Dove products and a Vaseline moisturizer, shipping at the end of the month. MacLeod remained tight-lipped on specific creative details, but said marketing programs would begin rolling out in February as the products hit the shelves.

“From a shopper marketing standpoint in personal care, hold onto your hats,” says MacLeod. “This is when everything comes.”