Consumer goods giant Unilever is realigning its personal care marketing strategy, focusing on creating desire, anchoring brands culturally and increasing demand via social media. "We have moved away from the idea that products only have to fulfil a function," says Nuria Hernández-Crespo, Chief Marketing & Customer Officer in the personal care division. "We are aligning our portfolio to focus on people's desires: they are looking for brands that promote well-being and address individual needs." A key element of Unilever's new strategy is to anchor its brands in sports, music and social networks in order to reach target groups more directly. With 4.8 per cent growth in the first half of 2025 and increased market share, the marketing approach is already showing clear success.

Social first and creative campaigns

As a sponsor of the 2026 World Cup, the company plans to showcase its biggest brands in more than 120 countries with fan campaigns, limited editions and collaborations with influencers. At the same time, Dove is testing brand communication through music partnerships such as the "Sweat" tour by Grammy winner Charli XCX. Dove's market share in full-body deodorants has nearly doubled within a year, according to Hernández-Crespo. In addition, there are collaborations with lifestyle brands such as Crumbl Cookies, which have achieved millions of views on social media and video platforms. The products reached their half-year sales target after only four weeks. The company is also increasingly focusing on creator-driven marketing and data-driven real-time campaigns. Campaigns by Dove and Lux focus on self-acceptance and authenticity. In a catnip campaign, Axe presented a body spray that smells good to both humans and cats. The content achieved more than 160,000 views and brand interaction increased by 185 per cent. The campaign was a response to survey results showing that 60 per cent of cat owners would not date someone their cat did not like.

Feel-good products for pampering moments

Examples of new products include a Dove serum collection for the shower, which uses ingredients from facial care, and the Axe Fine Fragrance Collection, developed with leading perfumers. The full-body deodorants are available in three formats and from four brands in 13 markets and are considered Unilever's largest cross-brand and cross-market innovation in personal care to date. More are already in the pipeline. "We develop brands that transform daily routines into moments of pampering," says Hernández-Crespo. This involves aesthetics, sensory properties, sophisticated formulations and products that offer more than just functionality with their globally presence.

Source: Unilever