Unilever Personal Care President Alan Jope has revealed that the company is focused on driving growth via the prestige market and male grooming category.
According to a report published in the Inquirer, Unilever is intent on building its prestige portfolio to take advantage of higher growth rates than those experienced by the mass market sector. The company is also looking to ‘premiumize’ its current portfolio of mass market brands, with masstige lines such as Pond’s Age Miracle and Dove Advanced Hair Care.
The company is also developing its online presence with social media platforms and e-commerce. “Consumer products and magazines have run according to the same business model for the last 70 years, but that business model is doomed,” said Jope at a press conference. “It’s going to go away and we won’t be able to rely on interruption-based television or print advertising. The world is going digital very quickly. How do you engage with consumers on social media, on mobile, through gaming and so on, and e-commerce? E-commerce has been a tremendous source of growth for us and it will only get bigger.”