Unilever unveils business strategy for beauty, well-being, personal care and home care

11 Oct 2022 --- Unilever is unveiling its Compass Organisation, a structure to propel growth across five of its business groups: Beauty & Well-being, Personal Care, Nutrition, Home Care and Ice Cream. Each of these handles the strategy, growth and profit delivery globally.

“The new model will underpin improved performance by reducing complexity and ensuring we can respond to consumer and channel trends faster than ever before,” outlines the company.

The Compass Organization is designed around The Unilever Compass, aiming to make “sustainable living commonplace.”

An inclusive and regenerative attempt
Unilever Beauty & Wellbeing reported a €10.1 billion (US$9.8 billion) turnover in 2021. The group’s most prominent brands are Dove, Sunsilk, Clear, Vaseline, TRESemmé, Liquid I.V. and Dermalogica.Unilever Beauty & Wellbeing reported a €10.1 billion (US$9.8 billion) turnover in 2021.

There are also more than one billion users of Unilever Beauty & Wellbeing, which provides an opportunity for more growth. The group is targeting inclusive, equitable, regenerative and positive values to drive future growth.

“In quarter one of 2022, Unilever Beauty & Wellbeing reported underlying sales growth (USG) of 7.4%. In quarter two, the business group reported USG of 9.5% and the Asia Pacific/Africa region accounted for 54% of growth in 2021,” details the company.

Vaseline is the oldest and yet remains the fastest-growing brand, and its Pro Derma line accounts for 20% of Vaseline’s business in China.

The main categories include hair care, skincare, prestige beauty, health and well-being.

Well-being prioritized
Personal Care forms Unilever’s second group with an €11.7 billion (US$11.3 billion) turnover in 2021.The categories within this group include skin cleansing, deodorants, oral care and Elida beauty.

The biggest brands in this segment include Dove, Rexona, Lux, Axe, Signal, Lifebuoy and Closeup.

Unilever Personal Care is reported to lead in deodorants and skin cleansing and the No.1 or No.2 positions in oral care in the countries where the brands are present. 

Thus, its group is “taking action to drive positive change, advocating for policies, laws and social norms that will promote inclusion, health and well-being.” 

“In quarter two of 2022, Unilever Personal Care reported underlying sales growth of 6.7%. The Americas region accounted for 43% of turnover in 2021, and the Asia Pacific/Africa region was the second largest for Personal Care in 2021, accounting for 40% of turnover,” details the company.Personal Care Unilever reports a €11.7 billion (US$11.3 billion) turnover in 2021. 

“Kinder to the planet”
Home Care Unilever reports a €10.6 billion (US$ 10.2 billion) turnover in 2021 with the biggest brands in Omo, Sunlight, Comfort, Rin, Surf, Cif and Domestos.

The group has observed demand for products that are not just tough on germs and stains but are also “kinder to the planet.” Therefore it plans to use technology and science to provide cleaning solutions. Unilever recently enhanced its Sunlight liquid soap with a tech-led, bio-enzyme-fuelled.

“In quarter two of 2022, Unilever Home Care reported underlying sales growth of 12.2%, up from 9.2% in quarter one. The Asia Pacific/Africa region accounted for 60% of turnover in 2021, the Americas region for 21% and Europe 19% of turnover in the same year,” shares the company.

The categories in the group include fabric cleaning, fabric enhancers, home and hygiene and water and air wellness.

Edited by Venya Patel