Unilever is increasingly relying on design and artificial intelligence for its personal care brands to position products as more attractive and of higher quality. The design also encompasses sensory elements, retail spaces, pop-ups, advertising and social media, explains Jamie Bates, Head of Design at Unilever Personal Care. Designers are now working directly within the teams of the group’s eight major personal care brands, including Dove, Axe, Rexona, LUX and Pepsodent. They contribute tools, processes, craftsmanship and a mindset that are vital for collaborative brand development. The aim is to develop new concepts more quickly as a team and tailor them to consumer trends. Design also plays a central role in premiumisation: packaging and other design elements are intended to make products appear higher quality, differentiate brands more clearly from one another and create emotional incentives to buy. “Good design sparks desire, wins customers and drives growth,” says Bates.

AI analyses design trends

To identify which colours, shapes and visual cues work with different target groups and in various markets, Unilever relies on AI-powered semiotics: this involves analysing trends and cultural cues from social media and other content using tens of thousands of data points. Rather than, for example, conducting a general study into what ‘clean beauty’ or premium products for young men look like, Unilever can analyse how such a trend can be credibly applied to a brand. The data is intended to reduce subjective judgements in design and help incorporate new trends more quickly into product and brand development. “Our brands are now competing with a new consumer group that is influenced by social media and culture and wants products that convey joy, trust and a sense of belonging,” explains Bates.

More smiles, more sparkle

For the Pepsodent oral care brand in South-East Asia, the group has simplified the packaging design and significantly enlarged the curved smile in the brand logo, rather than focusing solely on the benefits for oral health. The aim of the design is to associate oral care less with a health obligation and more with joy and a positive experience. The personal care brand LUX is pursuing a design-led premiumisation strategy with its “Radiance-Boosting Essence Fragrance Body Wash” range. The bottle shape, label, colour palette and pump decoration are inspired by the appearance of diamonds. Clean edges and striking facets reflect light and are intended to create a high-quality, jewellery-like impression. Unilever aims to use this to highlight the shift in personal care from mere cleansing towards efficacy, fragrance, beauty and self-care. According to initial results, LUX is expanding its customer base with the newly designed range and is acquiring more than 70 per cent of its new customers via e-commerce and social commerce channels.

Source: Unilever