Beyond The Headlines: Olaplex pulls off “ultimate dupe,” Unilever invests €80M in Philippines facility

06 Oct 2023 --- In industry highlights this week, Charlotte Tilbury linked up with Elton John AIDS Foundation in its £100 million (US$122 million) effort to combat the disease. Sephora and Selena Gomez’s Rare Beauty launched the Make a Rare Impact campaign, a partnership in recognition of World Mental Health Day. Also, Unilever Philippines invested €80 million (US$84 million) in its Cavite facility, serving what it considers as one of its largest Beauty & Wellbeing and Personal Care factories in Southeast Asia.

Business news
Unilever Philippines’ investment is expected to ramp up its factory’s production by 15%. On September 22, President Marcos of the Philippines inaugurated the factory. Unilever has invested PHP4.7 billion (US$83 million) in the facility, which boosts production of local hair care brands, such as Sunsilk and Creamsilk and deodorant lines from Rexona and Dove. The country is currently one of Unilever’s top-ranking global markets. Unilever ranks fifth in terms of value growth according to a June 2023 consumer study on FMCG manufacturers in the Philippines cited by the company. In terms of production, 90% of what Unilever Philippines sells is manufactured locally as compared to other FMCGs who have opted to import. In terms of total FMCG market share, the Philippines is the third-fastest growing market in value and volume growth across Asia-Pacific according to another consumer research report. The Cavite factory production lines feature highly specialized technologies including automated mixers, high-speed Shubham end-of-line packaging solutions and bottle and capping machines, operated by computers specifically adapted to control our assembly lines.

Charlotte Tilbury was named the Official Founding Beauty Partner of The Rocket Fund by Elton John (Image credit: Charlotte Tilbury).Kaffe Bueno inaugurated the world’s first coffee biorefinery in Rødovre, Denmark, on September 29. This pivotal moment signifies a “major step” in the company’s journey toward “unlocking the latent potential of coffee.” Kaffe Bueno manufactures active and functional ingredients for personal care, human nutrition, animal health and soil and crop health. All of its ingredients are derived from the compounds naturally found in coffee byproducts, which they isolate using green technological innovations. With the support of a €2.5 million (US$2.6 million) grant from the European Innovation Council, the facility will have the capacity to upcycle 500 metric tons of coffee grounds annually.

New product launches
Crown Therapeutics, a division of Crown Laboratories, unveiled two new PanOxyl product launches to its award-winning and dermatologist-supported line – PanOxyl Clarifying Exfoliant with 2% Salicylic Acid and PanOxyl Adapalene 0.1% Gel. The first is a leave-on formula that clears breakouts while delivering a smoother and brighter complexion. It features a pH-balanced, alcohol-free formula that can be used daily without any harsh effects. It is also formulated with antioxidants and blue algae to calm irritation and redness and unclogs and minimizes the appearance of pores. Meanwhile, prescription-free PanOxyl Adapalene 0.1% Gel features clinically proven acne ingredients. This once daily topical retinoid is oil and fragrance-free.

Board certified dermatologist Dr. Blair Rose launched Skincare Junkie, a skin care line marketed as fragrance-free, hypoallergenic, pregnancy-safe, cruelty-free and vegan. Dr. Rose created Skincare Junkie out of necessity when she noticed patients developing breakouts and skin irritation from common skin care products. The launch consists of three foundational products; a daily Gentle Jelly Facial Cleanser, an oil-free Megadose Super Antioxidant Face Moisturizer and Pore Therapy Daily Toner Pads. The range features ingredients such as nourishing Centella asiatica for soothing and calming and antioxidant-rich fruit enzymes and PHA to gently exfoliate pore-clogging dead skin cells, prevent breakouts, remove dullness and improve texture. The brand plans to launch a Discoloration Fade Wand later this year and several other launches in 2024.

President of the Philippines, Bongbong Marcos, touring the facilities of the Unilever facility in Cavite (Image credit: Unilever).Brand engagement activities
Olaplex pulled off the “ultimate dupe of all time” with the launch of Oladupé. The brand introduced this campaign to “join the narrative around dupe culture” and promote its various patents and bond-building technology, which are behind its rebonding collection of hair care products. On September 25, the brand launched its fictitious Oladupé product with an unboxing campaign featuring over 100 earned and paid influencers, including Lelani Green, Yesly Dimate, Shae Alexis and Audrey Boos. Influencers included representation from the global hair care professional and consumer communities, along with celebrity “duper” Taylor Madison. While the Oladupé product’s label looked very similar to Olaplex, it was clearly marked Oladupé “No. 160” (as an homage to Olaplex’s 160 patents). Consumers were driven to Oladupe.com, where the first 160 people to register were sent a free bottle of Oladupé (actually a bottle of Olaplex No. 3 Hair Perfector, which it was all along).

Furthering social causes
For the upcoming holiday season, Charlotte Tilbury was announced as the Official Founding Beauty Partner of The Rocket Fund, founded by the Elton John AIDS Foundation in its £100 million (US$122 million) effort to combat the sexually transmitted disease. The collaboration aims to shine a spotlight on those most at risk from HIV. In the campaign, John sports a tailor-made suit by Donatella Versace, while Kate Moss, a muse for Charlotte Tilbury, dons an open-backed red sequined gown. Other notable figures like Jourdan Dunn, activist Michaela Jae Rodriguez and Japanese-British singer Rina Sawayama join them, dancing to the tune of John’s “Step into Christmas,” which is celebrated for its 50th anniversary. The campaign aims to shed light on this crucial work. Established in 1992, John’s foundation was born out of a desire to take action following the tragic passing of his friend, Ryan White, an Indiana teenager who died of AIDS. The foundation is now among the top ten global contributors to HIV/AIDS grants and has a mission to eradicate the epidemic by 2030. Charlotte Tilbury Beauty’s campaign also introduces their new holiday collection, featuring limited edition Rock Lips lipsticks and the Rock Star Bag, a “clutch-meets-make-up bag,” all inspired by Sir Elton John’s iconic Seventies attire. The brand’s involvement with The Rocket Fund, announced in June, is set to help more than 40,000 young people at high risk of HIV and AIDS gain access to life-saving services and support.

Sephora and Selena Gomez’s Rare Beauty brand launched the Make a Rare Impact campaign, a partnership in recognition of World Mental Health Day, an international day for global mental health education, awareness and advocacy. On October 10, Sephora will donate 100% of Rare Beauty product sales to the Rare Impact Fund. Created in 2020 by Rare Beauty Founder and Creator Selena Gomez, the Rare Impact Fund’s mission is to reduce the stigma associated with mental health and expand access to mental health services and education for young people around the world. Donations will be made across twenty-eight markets where Sephora operates, including Australia, Brazil, Bulgaria, Canada, Czech Republic, Denmark, France, Germany, Greece, Hong Kong, Italy, Malaysia, Mexico, New Zealand, the Philippines, Poland, Portugal, Romania, Serbia, Singapore, South Korea, Spain, Sweden, Switzerland, Thailand, Turkey, the UK and the US.

On October 10, Rare Beauty by Selena Gomez will be donating 100% of its product sales to mental health and expanding access to services and education involved in this subject (Image credit: Rare Beauty).Galderma launched a new campaign to provide education and support for breast cancer awareness as part of its nine-year partnership with National Breast Cancer Foundation (NBCF). This month, Galderma is featuring personal stories of five breast cancer survivors who received Galderma’s portfolio of Aesthetic products, including Restylane, Sculptr and/or Dysport (abobotulinumtoxinA), as part of the “Facing Breast Cancer Together” campaign. To acknowledge this widespread disease that has such a profound impact, Galderma will profile five survivors who embraced injectables to regain their confidence and feel their best on its social channels and in honor of Breast Cancer Awareness Month. Additionally, for every new consumer who enrolls in ASPIRE Galderma Awards in the month of October, Galderma will donate US$25 to NBCF, up to US$50,000.

Estée Lauder Companies (ELC) is honoring Breast Cancer Awareness Month by launching The Campaign in support of the global breast cancer community. The Campaign was founded by Evelyn H. Lauder in 1992 with the launch of the iconic Pink Ribbon. At a time when breast cancer wasn’t spoken about openly, Evelyn and ELC saw an opportunity to bring awareness to the disease and address stigmas in women’s health. Together, The ELC’ Breast Cancer Campaign and The ELC Charitable Foundation (ELCCF) have funded more than US$118 million globally for life saving research, education, and medical services, with more than US$93 million funding medical research through the BCRF. In honor of The Campaign’s 30th Anniversary in 2022, ELCCF made a commitment to donate US$15 million over five years to BCRF to fund research that will further the goal of reducing breast cancer disparities and improving outcomes.

In other ELC activities, the group convened and supported numerous events and onstage conversations alongside the 78th session of the UN General Assembly (UNGA) and during Climate Week NYC. Held every September in New York City, US, UNGA brings together heads of state and government officials to discuss pressing international issues including sustainable development, gender equality and pandemic preparedness. ELC is a longtime partner of the UN Foundation. On September 18, the two organizations hosted an evening reception with the theme of “Access & Inclusion: Promoting Equality in an Era of Emerging Technology.” The conversation focused on the significant gaps in access to digital tools for women and girls, as well as the essential need for safer online spaces. The growing digital divide is a persistent source of gender inequality worldwide, particularly in rural areas: According to the World Economic Forum Global Gender Gap Report 2023, women make up nearly half of total employment across non-STEM occupations but represent only 29.2% of STEM workers.

The International Natural and Organic Cosmetics Association (Natrue) announced a supporting partnership with Commit for Our Planet, an cosmetics industry-wide initiative with the goal to reduce the sector’s environmental footprint in Europe. Commit for Our Planet encourages all industry actors in Europe — from SMEs to larger corporations — to take part in a joint industry effort to reduce greenhouse gas emissions, improve packaging solutions and act for nature. 

By Benjamin Ferrer