Unilever in the spotlight: what the multinational is getting right

By Lucy Whitehouse contact

- Last updated on GMT

Unilever in the spotlight: what the multinational is getting right

Related tags: Dollar shave club, United states dollar, Hygiene

Personal care giant Unilever’s various growth strategies are enjoying positive results, according to a new company profile from Euromonitor. We take a look at what it’s getting right.

Unilever has been in central focus for the personal care industry of late, due to its decisive acquisition of the Dollar Shave Club, which was confirmed today - a move set to bring it head-to-head with previous shaving category leader, P&G, on a global scale.

The estimated USD 1 billion deal saw the multinational acquire the North America-based razor subscription service company, with the Dollar Shave Club reportedly predicting a USD 240 million in revenue this year and having enjoyed a rise in website traffic of nearly as much as that which Gillette has lost, according to L2’s Digital IQ Index: Personal Care.

But savvy acquisitions in male grooming aren't the only strategic steps being taken by Unilever; Euromonitor notes that the multinational is also seeing returns on its focus on premium and on developing its portfolios in emerging markets too.

Positive results

In its newly released profile, Euromonitor has picked out top strategies being employed by the company, noting that Unilever's expansion in larger markets is going well.

“Unilever’s strategy of increasingly focusing on higher priced premium segments and dynamic categories continued in 2016, with the acquisition of Dollar Shave Club, while expanding in larger developed markets is delivering positive results​,” the firm’s market analysts assert.

Emerging markets: organic development

According to Euromonitor, Unilever is also making good headway in emerging markets, thanks to organic development of its ranges there.

Unilever is also strengthening its portfolio via organic product developments, such as TRESemmé Botanique and Lux Silicone-free, which also serves the purpose of aligning its brands with growing sophistication in emerging markets​,” the firm’s analysts note.

Social narratives

The company has also been trading well on its global identity for progressive social narratives in its marketing.

Recently, Axe (Lynx in the UK) announced it was ditching all negative stereotyping in its advertising, bringing it in line with Unilever’s Dove, a market leader for trading on gender equality as a dominant narrative.

Indeed, the company recently rolled out Dove’s marketing strategy in its key market of India, suggesting confidence in its global appeal. Unilever also sponsors the women-focussed publication Broadly, from media company Vice.

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