Unilever in Beauty and Personal Care (World) : October 2020

UNILEVER IN BEAUTY AND PERSONAL CARE (WORLD)
October 2020
SCOPE OF THE REPORT
Scope
Disclaimer
Much of the information in this briefing
is of a statistical nature and, while
every attempt has been made to
ensure accuracy and reliability,
Euromonitor International cannot be
held responsible for omissions or
errors.
Figures in tables and analyses are
calculated from unrounded data and
may not sum. Analyses found in the
briefings may not totally reflect the
companies’ opinions, reader discretion
is advised.
Unilever’s beauty and personal

care sales are likely to remain mostly
shielded from the impact of COVID-
19, owing to its strong offering in
mass and core products. Expansion of
its premium portfolio into China
offers opportunities for growth, as
does its bath and shower portfolio,
which has a strong leaning towards
hand hygiene. CSR efforts in light of
COVID-19 offer brand equity,
although this has been partially
dampened by controversy
surrounding the company’s Fair &
Lovely range.
© Euromonitor International BEAUTY AND PERSONAL CARE: UNILEVER PASSPORT 2

INTRODUCTION
Executive summary
Mass portfolio to drive Unilever’s primarily mass portfolio, which focuses on personal care products and
growth in light of COVID-19necessities, is set to shield the company from the effects of a recession in light of
recession COVID-19, particularly in hand hygiene. However, the company remains
somewhat limited by its e-commerce capabilities, as consumers change how they
shop.
Growth driven by hair care Unilever struggled to gain market share over the review period, losing share in
and market momentum skin care and bath and shower. This is despite acquisitions in the high growth area
of premium skin care, with growth remaining driven by market momentum.
However, hair care somewhat compensated for this with share growth, adding
USD1.4 billion in sales between 2016 and 2019.
Emerging markets continue India, Brazil and Argentina were strong growth markets for the company in the
to drive growth review period, and are expected to continue to be so. Unilever has a strong mass
portfolio in these three markets, with the Dove, Lux and Sunsilk brands having a
presence in each of them.
Premium expansion in China Planned expansion of Unilever’s premium portfolio into China, amid changes in
offers opportunities animal testing regulations, provides opportunities for the company, whilst
increasing its competitive overlap between competitors in the premium segment.
Brand gains equity through The company’s extensive CSR efforts in light of COVID-19 give it strong brand
COVID-19 response equity, as consumers increasingly favour brands with purpose. These efforts
include monetary and product donations across its brands, public service
announcements and community building communications.

STATE OF PLAY
EXPOSURE TO FUTURE GROWTH
COMPETITIVE POSITIONING
HAIR CARE
BATH AND SHOWER
OTHER CATEGORIES
KEY FINDINGS
APPENDIX
STATE OF PLAY
Top companies at a glance

STATE OF PLAY
Unilever Group’s global footprint

STATE OF PLAY
Hair care continues to lead, while deodorants show potential
▪ Unilever Group’s portfolio is largely positioned in the

mass segment, with 88% of the company's sales in
mass beauty and personal care in 2019. Growth for
the company also remained faster in the mass
segment in 2019, with 4% year-on-year growth,
driven by strong growth in Asia Pacific and Latin
America. This growth was in line with that of the
mass beauty and care industry overall, while growth
in the company’s premium portfolio remained below
that of the industry.
▪ Hair care remains the largest category for the
company, with the category accounting for 30% of
sales globally in 2019, and adding USD1.4 billion in
sales between 2016 and 2019.
▪ Unilever Group’s reach spans all regions. The US
remains a key market, with company sales in 2019
being twice those in its second largest market, Brazil.
In the US, Unilever Group remains focused on hair
care and bath and shower, through the brands Dove
and Suave, while deodorants is its focus category in
Brazil, with the company owning five of the top 10
deodorant brands in the country.

STATE OF PLAY
Growth led by market momentum as market share struggles
▪ Growth in the review period was largely driven by

market momentum, with Unilever Group’s broad
portfolio benefiting from growth in a number of key
categories. The company did, however, lose share or
remain static in the high growth skin care category in
all regions, as well as losing share in other key
categories, such as bath and shower.
▪ Acquisitions for Unilever have been focused on key
areas of growth, including the natural brand
Equilibra, the direct-to-consumer (D2C) subscription
brand Dollar Shave Club, and Shea Moisture, which
focuses on the needs of naturally curly hair.
▪ Historically, Unilever Group has also focused on the
premium segment, acquiring Murad, Ren and
Dermalogica in 2015, with Living Proof acquired in
2016 and Hourglass in 2017. Further inroads were
made in premium skin care in 2019, with the
company acquiring Tatcha and Garancia. The
company has, however, reported mixed
performances across these premium brands, and, as
consumers have begun to trade down in light of
COVID-19, the outlook for these brands is less strong.

STATE OF PLAY
Consumer perceptions of top Unilever brands
Showing the Percent of Brand Users Who Associate Brand With Listed Trait
Hair care brands Skin care brands Colour cosmetics brands
Suited to hair/skin type and concerns
Effective
High quality
Clear benefits
Natural/organic ingredients
Professional image
Scientific formulation
Luxury image
Trendy
0% 35% 70% 0% 35% 70% 0% 35% 70%
Dove (N=3,809) Dove (N=2,605) Lakmé (N=486)

TRESemmé (N=1,993) Vaseline (N=2,425) Elle 18 (N=242)
Clear (N=1,666) Pond's (N=1,734) Pond's (N=177)
Source: Euromonitor International’s 2018 Beauty survey

Question: What are some of the main reasons why you buy each of the following hair care/skin care/colour cosmetic brands?

STATE OF PLAY
HAIR CARE
BATH AND SHOWER
OTHER CATEGORIES
KEY FINDINGS
APPENDIX
Impact of COVID-19 on Unilever Group (1)
From Sustainability to Purpose

•Unilever has longstanding sustainability pledges and undertook strong CSR efforts during the pandemic,
including cash flow relief to its supply chain. This places it in a good position going forward, with
consumers increasingly caring about social sustainability.
Hometainment and the New Experiential Consumer

•Unilever has been driving digital engagement with consumers during the lockdown with its Clear
brand, as well as through its oral health care brands. Other forms of digital engagement have come
through its premium portfolio, with Ren launching a zero waste challenge on TikTok during the
lockdown period.
Where and How Consumers Shop

•Unilever’s channel distribution is primarily in mass retailers, including supermarkets and drugstores, with
limited expansion into e-commerce. This is likely to put the company at a disadvantage going forward, with
COVID-19 seeing the acceleration of e-commerce. In Spain, Unilever signed up with Deliveroo for the
delivery of its beauty products on demand, offering potential if rolled out to other markets.

Impact of COVID-19 on Unilever Group (2)
Wellness Redefined
•Unilever plays into wellness through its portfolio of hygiene products and the expansion of its Vaseline
range to include an Anti-Bac range, which it has been quick to produce. It further benefits from its recent
Dove Microbiome launch, which solidifies the brand as a player in skin health.
Innovation and the New “Core”

•Unilever benefits from simple value-driven brands, such as Suave and Lifebuoy, offering cost-effective
solutions to consumers; however, innovation remains weak for the company in terms of immersive
technologies, with home consultations limited to premium brands such as Tatcha.
The “New Normal”: What is Here to Stay?

•Unilever’s portfolio is largely based in essentials and hygiene products, including those from Dove and
Lifebuoy. This should help insulate the company from changes in consumer attitudes and consumption
habits.

Unilever Group shows multifaceted COVID-19 response
▪ Unilever Group has responded to COVID-19 in a multitude of ways, firstly by

financially safeguarding its workforce, as well as providing financial support
to its extended value chain. Cashflow relief of EUR500 million along the
value chain mitigates risk to supply by providing stability to its small and
medium sized suppliers.
▪ The company also shifted quickly to meet the challenges presented by the
pandemic by redeploying 8,300 employees to high demand areas and
launching its personal hygiene brand Lifebuoy across 50 markets in 100
days. This included a relaunch in the UK, with a GBP12 million marketing
campaign and a partnership with Uber. Defining Lifebuoy as a key hand
hygiene brand in 2020 is key to growth in the future, with health remaining
a priority for consumers.
▪ Whilst the company has shown the ability to adapt quickly during the crisis,
further work is being done to legally simplify the business. Its double headed
structure, split between the UK and the Netherlands, is being unified into a
single parent company based in the UK. This is set to give the company
further flexibility in dealing with the COVID-19 pandemic, as well as when
dealing with a potential second wave and economic downturn. Lifebuoy UK Campaign
▪ Unilever Group brands have donated funds, products and PPE to frontline – Bish Bash Bosh
workers, with these CSR efforts increasing brand equity as consumers
Source: Thedrum.com
increasingly favour brands with purpose. Meanwhile, brands have been
engaging with consumers online to help to form a connection and build
brand loyalty, which is likely to remain post-pandemic.

Lifebuoy and Vaseline focus on hygiene…
Lifebuoy
• Public service announcements in key regions highlighting the importance of hand hygiene.
• TikTok challenge #DoTheLifebuoy to encourage thorough handwashing.
• Donating over 20 million products to frontline workers.
Vaseline
• Over EUR5 million donated in funds, products and PPE.
• New portfolio of products launched with germ-killing properties including Hand Cream +
Anti-Bac.
Dove
• Took on the “Courage is Beautiful” slogan in campaigns in the US and Canada to recognise the
work of front line workers.
• Launched Self-Esteem Project, supporting the mental health of young people during lockdown.

…Whilst Rexona and Clear focus on at-home wellness
Rexona
• Supporting fitness experts with over EUR1 million donated.
• Launched #MoveMoreAtHome and #KeepMovingMore campaigns to support physical and mental
health among consumers.
Clear
• Launched an online platform for its 14-day Resilience Challenge, comprising an exercise and
short film daily aiming to boost users physically, creatively and mentally.
Signal
• Offered online tools to help children maintain their oral health routine during lockdown,
including through calendars, games and e-books.
• Launched virtual dental clinics in Indonesia and Bangladesh.

Prioritisation of hygiene gives strong bath and shower growth
▪ Bath and shower in the US offers the

greatest growth opportunities for
Unilever, with USD273 million
predicted to be added to the
company's sales between 2019 and
2022. The category has benefited
from the stockpiling seen in 2020, as
well as the renewed importance of
hygiene. Unilever is poised to
perform well in this space, with a
23% share of the category. The
company is highlighting the
importance of handwashing through
TV advertisements for the Dove
brand.
▪ India is expected to be one of the top
growth markets in the forecast
period, with strong growth expected
in bath and shower and facial care.
Whilst Unilever benefits from key
trends, such as natural ingredients in
facial care, growth could be limited
by an increasing number of new
players entering the market.

Top players expected to maintain their rankings
▪ The top seven ranking players in

beauty and personal care are
expected to maintain their
rankings in the market through to
2022, with Unilever Group
remaining the third largest
player.
▪ Shiseido Co Ltd is set to drop in
the ranking in 2020, due to its
portfolio focusing on the
premium segment, which will
suffer from economic uncertainty
in light of COVID-19. The
company will be especially
impacted by weakness in
premium colour cosmetics and
fragrances, areas Unilever Group
is largely shielded from.
Unilever’s recently acquired
Hourglass brand is, however,
present in premium colour
cosmetics, and saw sales decline
in the first half of 2020.

STATE OF PLAY
HAIR CARE
BATH AND SHOWER
OTHER CATEGORIES
KEY FINDINGS
APPENDIX
While Unilever’s sales grow, its market share remains flat
▪ Unilever Group held a 7% value

share in beauty and personal care in
2019, with this having changed little
over 2016-2019.
▪ In general, the leading companies
have withstood the pressures of an
increasingly challenging market place
caused by an influx of niche and
“indie” brands, often through
acquiring indie players themselves.
▪ Procter and Gamble’s market share
dropped by a half a percentage point
over 2016-2019, while Estée Lauder
Cos Inc’s share rose by a percentage
point. With predominantly mass and
premium portfolios, respectively, this
reflects the stronger growth exhibited
in premium beauty and personal care
over the period. Moving forward,
companies with predominantly mass
portfolios are expected to perform
better, as economic uncertainty leads
to trading down.

Market expansion in premium to drive competitive overlap
▪ Procter & Gamble Co has the

greatest overlap with Unilever,
Group at USD14.6 billion in 2019,
with both companies having strong
US portfolios in hair care and
deodorants.
▪ L’Oréal Groupe is increasing its
overlap with Unilever Group, owing
primarily to the wide geographic
reach of both companies, which
have 99 researched markets in
common. After close to 10 years of
Unilever Group working with the
Chinese regulatory authorities,
changes to animal testing
regulations are being made. It is
expected that there will be a
greater market overlap with key
companies operating in China, such
as L’Oréal Groupe, Estée Lauder Cos
and LVMH Moët Hennessey Louis
Vuitton SA, as Unilever Group plans
to bring its premium brands into
the country.

Strong category and market penetration for Unilever

Germany remains hair care’s weak spot
▪ Unilever group has developed a strong positioning Dove: Associated Traits in Hair Care
across categories in most of its core markets, with very Germany 2019
few white space areas across its top 10 markets.
▪ Germany is the eighth largest market for the company, Basic product
but it ranks poorly in its largest category, hair care, as

Natural ingredients
well as in facial care. In 2019, the company had a
market share of 14% in hair care globally, but only 3%
As effective as other brands
in Germany, led by its Dove brand. According to
Euromonitor International’s Beauty Survey, German Cheap
consumers consider Dove’s hair care products to be
suitable for their hair type, of average quality and Many different product lines
easily accessible in their area. However, in order to
gain share in the market, Dove must tap into key Suited to my hair concerns
trends, such as natural ingredients and cruelty-free,
whilst purveying a sense of good quality to consumers. High quality
▪ In Japan, Unilever lacks a presence in some of its top

Easily available in my area
10 categories, including toothpaste and body care. The
company also has some weakness in facial care, where
Average quality
its largely mass offering struggles to compete with
local players such as DHC and Fancl. Whilst Unilever Suitable for my hair type
recently acquired Japanese-inspired US brand Tatcha,
lack of presence of the brand in Japan suggests future 0% 20% 40% 60%
growth in facial care will remain limited. Share of Respondents

Dove maintains strong competitive position

Unilever’s portfolio remains stronger in emerging markets
▪ Dove remains the top brand for Unilever, despite a below market average performance in the company’s largest
region, Asia Pacific. The brand benefits from a wide reaching presence in 98 researched markets, with this
including a presence in all of Unilever’s top 10 markets. Dove has managed to maintain share globally, despite
an increasingly challenging competitive environment globally, with the brand’s focus on care, health and body
positivity aligning closely with consumer demand.
▪ The Suave brand contributes a significant proportion of Unilever’s revenue, despite a presence in only 10
markets, including only three of the company's top 10. The brand is supported by its top market, the US, where
it had sales of USD952 million in 2019, across categories including hair care, bath and shower, and deodorants.
▪ All Unilever’s top 10 brands are mass positioned, with all but one of these showing a decline or flattening of
share growth between 2015 and 2019. This is indicative of sluggish growth in mass beauty and personal care,
which has been reflected in the company's strategic shift towards acquisitions in the premium segment,
including those of Murad, Tatcha and Garancia. However, in light of COVID-19, the company’s mass portfolio
will remain vital to maintaining volume sales, as its key markets, such as the US, see the economic effects of the
pandemic.
▪ The company's mass portfolio contributes to its strong presence in emerging markets, where Brazil, India,
Indonesia and the Philippines have a presence for almost all of its top 10 brands, whereas markets like the US,
China, Japan and the UK have smaller portfolios of Unilever’s top brands.
▪ In Indonesia, Unilever Group holds a market share of 22%, with three of the top five brands in the market
belonging to the company. This is indicative of the mass positioning of the market, with the company holding a
strong share in the essential categories of oral care, through Signal, and bath and shower, through Lifebuoy and
Lux. However, with its share being eroded in both categories, Unilever must compete more strongly with local
players and adopt a more competitive price promotion strategy to suit the value-driven market.

STATE OF PLAY
HAIR CARE
BATH AND SHOWER
OTHER CATEGORIES
KEY FINDINGS
APPENDIX
HAIR CARE
Asia Pacific and Latin America lead Unilever’s hair care sales
▪ Asia Pacific is the largest region for

Unilever Group in hair care, with a
market size of USD4.1 billion in
2019. Hair care in the region saw
strong growth over 2014-2019, with
a CAGR of 4%, highlighting the
region’s potential. The company
holds second ranking regionally,
with strong positions in Indonesia,
Thailand and the Philippines. In the
Philippines, the company held a
share of 42% in 2019, due to its
strong mass portfolio.
▪ Latin America is Unilever Group’s
second largest region in hair care,
where it holds a market share of
21%, and is the top player. In the
region’s largest market, Brazil,
Unilever continued to see further
growth in 2019, launching larger
pack sizes for a value-driven market
for TRESemmé and by launching its
Dove Care on Day 2 line.

HAIR CARE
SheaMoisture stands out in social sustainability
▪ Unilever Group has been undertaking community initiatives

in hair care. Its platform All Things Hair produces content
aimed at offering advice to consumers, whilst gaining
insights into consumer behaviour which can then be shared
with its brands. In 2019, Unilever partnered with HelloAva
to deliver AI-driven product advice personalised to the user,
to drive sales through the platform.
▪ Since the COVID-19 pandemic, SheaMoisture has stood out
as the leading community-driven brand in the Unilever
Group portfolio. It has used its social platform to offer hair
care advice through its #AtHomeWithShea campaign, as
well as launching a virtual pop-up with yoga sessions,
cooking lessons, styling tips and a “happy hour”. The brand
has also supported its customers during the 2020 Black
Lives Matter protests, hosting virtual events focused on the
emotional impact on black people, as well as events to
celebrate activism. The company launched a USD100,000
investment fund in June 2020 to support black women-led
activism and social entrepreneurship.
▪ The brand’s efforts in community building are likely to SheaMoisture runs
stand it in good stead post-COVID-19, as consumers look to
brands with strong equity and social sustainability in the
Let’s Talk virtual event
long term. Source: Instagram.com

HAIR CARE
Core portfolio to drive future growth
▪ In 2019, 82% of Unilever Group’s

global hair care sales were in
shampoos, and conditioners and
treatments, reflecting its large
portfolio of core products. This is set
to help the company withstand the
difficulties of an economic turndown
in light of COVID-19, as consumers
begin to slim down their routines and
adopt a “less is more” mentality.
▪ The company saw a negative impact
on its US hair care portfolio in the
first half of 2020. This was mainly
due to styling agents, which
represented 25% of company sales in
the country in 2019 and have
suffered due to home seclusion and
the reduction in social events.
▪ Markets where shampoo and
conditioners and treatments hold a
relatively small share of sales, such as
the US and the UK, present the
greatest risk to continued growth.

HAIR CARE
US, Brazil and Argentina to drive hair care growth
▪ Despite hair care in the US

performing poorly in the first half of
2020, the country offers the greatest
growth, with Unilever Group holding a
17% share in the market in 2019.
However, with styling agents set to
decline by an annual average of 3% at
constant 2019 prices over 2019-2024,
a reprioritising of its portfolio is
needed to achieve growth.
▪ Latin America offers strong growth
opportunities, with Brazil, Argentina
and Mexico combined expected to add
USD395 million over 2019-2022.
Argentina will remain a key market
for Unilever Group, but with its
competitive position against Procter
& Gamble is tightening, and a tougher
economic environment expected in
the forecast period, the company
must adopt aggressive strategies to
provide value, and invest in
promotion.

STATE OF PLAY
HAIR CARE
BATH AND SHOWER
OTHER CATEGORIES
KEY FINDINGS
APPENDIX
BATH AND SHOWER
Asia Pacific and North America key regions in bath and shower
▪ Asia Pacific and North America

represented 57% of Unilever Group’s
global sales in bath and shower in
2019, with the company ranking
number one in both regions. Dove
competes strongly in both regions,
and Lux and Lifebuoy are also top
players in Asia Pacific.
▪ The Middle East and Africa saw a
CAGR of 9% in bath and shower
between 2014 and 2019, with
company sales being USD946 million
in 2019. The region shows great
potential for the company, with
Nigeria, Egypt and South Africa
adding the greatest value between
2014 and 2019. Rising urban
populations in markets such as
Nigeria are expected to increase
demand for branded bath and
shower products in the forecast
period, offering further opportunities
to Unilever.

BATH AND SHOWER
Emerging markets key to future growth
▪ Unilever Group’s portfolio in

bath and shower is heavily
weighted towards bar soap and
body wash/shower gel, with
these holding 53% and 34%,
respectively, of its global sales in
2019.
▪ The company's portfolio in
emerging markets has a stronger
weighting towards bar soap.
▪ In light of COVID-19, hygiene –
specifically hand hygiene – has
become a priority for consumers,
and this is expected to persist in
the forecast period. Markets with
a strong weighting towards bar
or liquid soap, such as India,
Brazil and Mexico, are likely to
have a much stronger outlook
going forward than markets with
a weighting towards body
wash/shower gel, such as
Germany, China and Japan.

BATH AND SHOWER
Unilever optimising hygiene sales through market expansion
▪ India has the second greatest

growth opportunities for Unilever in
bath and shower, with USD223
million expected to be added to
company sales over 2019-2022. The
company expanded its portfolio with
multiple bath and shower launches
in 2019, with a focus on natural
ingredients, which are popular
within the market. These included
Liril body wash and bar soap, Lux
Botanicals, Pears Naturale and Fair
& Lovely soap.
▪ In Brazil, Unilever Group has gained
share in bath and shower through
Dove and Lux, with Dove providing a
budget offering through multipacks,
while Lux has a natural positioning.
▪ Further growth is likely to be seen
in other markets, with Unilever
Group rolling out Lifebuoy bar and
liquid soaps in 50 new markets in
2020.

STATE OF PLAY
HAIR CARE
BATH AND SHOWER
OTHER CATEGORIES
KEY FINDINGS
APPENDIX
OTHER CATEGORIES
Skin care remains strong for Unilever in Asia Pacific
▪ Asia Pacific is Unilever’s top market

for skin care, representing close to
half of the company's sales in 2019.
India and Indonesia are the biggest
markets for the company, with 48%
of its regional sales in 2019.
▪ In terms of brands, Asia Pacific is
mainly led by Pond’s and Fair &
Lovely. In the company’s second
largest region, North America, its
skin care sales are led by premium
brand Murad, and Vaseline. This
reflects demand for skin lightening
creams in Asia Pacific, whilst the
North American portfolio highlights
the importance of premium skin care
in the market. In North America
premium skin care grew at a 7% real
terms CAGR over 2014-2019;
however, this leaves Unilever at risk
in the market in the forecast period,
as this is expected to slow to a 1%
CAGR between 2019 and 2024.

OTHER CATEGORIES
Fair & Lovely sparks controversy
▪ Unilever faced intense criticism over its Fair & Lovely range in
2020, as issues around racism and colourism gained attention in
the wake of global protests in support of Black Lives Matter. The
brand, which generated sales of USD766 million globally in 2019,
has been deemed as perpetuating colourism by many, with
advertisements for the brand having historically shown unhappy
dark skinned women turned into successful light skinned women
by using the cream. Demand nevertheless remains strong for
these products, particularly in India, where 72% of the brand’s
revenue was generated in 2019, and where the favouring of fair Fair & Lovely is
skin is deep-rooted in the culture. This is particularly true of renamed Glow & Lovely
more rural communities, where the brand generates a significant Source: Instagram.com
portion of its sales.
▪ The brand has been renamed to Glow & Lovely in light of the ▪ The company was further under fire in
controversy, with this aided by the Indian government’s ban on September 2020, regarding the hair care
advertisements for skin lightening creams. Many are calling for brand TRESemmé in South Africa, after
Unilever to follow Johnson & Johnson’s lead in removing these retailer Clicks featured advertisements
products from the market, with pressure increasingly coming depicting Afro hair as “frizzy and dull”
from young urban populations in India, as well as from whilst straight hair was described as
consumers in markets where skin lightening is uncommon. “normal”. The company responded by
Whilst this would significantly impact the company's ranking in removing the products from the market for
India, a refusal to do so could damage the company's image 10 days, but damage to its reputation in
globally, which could financially impair it beyond the loss of sales. the country could be more long lasting.

OTHER CATEGORIES
Deodorants the focus of Unilever Group’s innovation
▪ Latin America is Unilever’s largest

region for deodorants, with this
largely due to its significant
presence in Brazil. 2019 was
particularly strong for the company
in Brazil, with year-on-year growth
of 8% due to consumers who traded
down during the financial crises
returning to branded products.
Despite the challenges presented by
COVID-19, Unilever Group’s
portfolio is well positioned to thrive
in the forecast period through
value-driven Suave and efficacy-led
Rexona Clinical.
▪ Deodorants have been a focus of the
company in terms of innovation,
with Rexona’s Dry Serum format for
humid countries proving popular in
Asia Pacific, whilst Dove’s 0%
Aluminium deodorant has proved
popular in Western Europe and
North America.

OTHER CATEGORIES
Brand image varies in men’s grooming
▪ Unilever Group held an 11% value share in men’s grooming

in 2019, with its share having increased since 2015, despite
losses for its top brand Axe/Lynx.
▪ A large focus of the company in men’s grooming has been
updating the marketing of these brands away from the idea
of stereotypical “toxic” masculinity towards an inclusive and
more purpose-driven narrative. Recent marketing from
Axe/Lynx has shown this through the social campaign
#AlwaysProud to celebrate Pride Month, using images of
LGBTQ+ couples, while Dove Men+Care has focused on a care
narrative most recently centred on the role of fathers during
lockdown. This narrative appears to have been less
successful for Axe/Lynx, which has struggled to redefine an
image established by its “Lynx Effect” advertisements, which
perpetuated these negative male stereotypes, despite it
moving away from this branding in 2015.
▪ Unilever Group has modernised its offering in men’s
grooming through the acquisition of direct-to-consumer
brand Dollar Shave Club in 2016, helping the company to
compete with the top players, Procter & Gamble Co and Axe/Lynx run
Edgewell Personal Care Brands. In North America, the brand #AlwaysProud campaign
looks likely to overtake the second largest men’s shaving
brand, Schick; however, it is less strong in other regions. Source: Instagram.com

STATE OF PLAY
HAIR CARE
BATH AND SHOWER
OTHER CATEGORIES
KEY FINDINGS
APPENDIX
KEY FINDINGS
Executive summary
Mass portfolio to drive Unilever’s primarily mass portfolio, which focuses on personal care products and
growth in light of COVID-19necessities, is set to shield the company from the effects of a recession in light of
recession COVID-19, particularly in hand hygiene. However, the company remains
somewhat limited by its e-commerce capabilities, as consumers change how they
shop.
Growth driven by hair care Unilever struggled to gain market share over the review period, losing share in
and market momentum skin care and bath and shower. This is despite acquisitions in the high growth area
of premium skin care, with growth remaining driven by market momentum.
However, hair care somewhat compensated for this with share growth, adding
USD1.4 billion in sales between 2016 and 2019.
Emerging markets continue India, Brazil and Argentina were strong growth markets for the company in the
to drive growth review period, and are expected to continue to be so. Unilever has a strong mass
portfolio in these three markets, with the Dove, Lux and Sunsilk brands having a
presence in each of them.
Premium expansion in China Planned expansion of Unilever’s premium portfolio into China, amid changes in
offers opportunities animal testing regulations, provides opportunities for the company, whilst
increasing its competitive overlap between competitors in the premium segment.
Brand gains equity through The company’s extensive CSR efforts in light of COVID-19 give it strong brand
COVID-19 response equity, as consumers increasingly favour brands with purpose. These efforts
include monetary and product donations across its brands, public service
announcements and community building communications.

STATE OF PLAY
HAIR CARE
BATH AND SHOWER
OTHER CATEGORIES
KEY FINDINGS
APPENDIX
APPENDIX
Projected company sales: FAQs (1)
Why project company sales?

▪ Company and brand sales projections are a useful way to compare
relative future performance. These are not forecasts in the traditional
sense, as it is not realistic to forecast company activity. Instead our
projections are a measure of a company's exposure to future growth.
How do you project company sales?
▪ Euromonitor International's company and brand sales projections are
made with two underlying assumptions. Firstly, that current year brand
shares will not change. Secondly, that there will be no mergers,
acquisitions or divestments in the future. Forecasting shares is
notoriously difficult and therefore we assume that a brand's share of any
given category will remain constant in the future. Trying to accurately
predict future M&A activity is equally fraught with difficulty.
▪ Every category will, however, grow at a different rate, and the
cumulative effect across different brand portfolios (ie every relevant
country-category combination) means certain companies will
outperform others.
▪ This is “market momentum” and is a measure of a company operating in
higher growth countries and categories relative to its rivals.

APPENDIX
Projected company sales: FAQs (2)
What is the basis for this methodology?

▪ Based on Euromonitor International's growth decomposition analysis, it
is evident that general market momentum is the single most important
contributor to company performance, outperforming the impact of both
market share gains and M&A activity. (Clearly this does not apply in any
circumstance where a given company has made a major acquisition or
divestment.)
▪ This conclusion is based on analysing all brand and company sales data
in every category and company in Passport.
▪ For the largest companies, market momentum shows even greater
significance, so exposure to growth offers a sound basis for projecting
relative future performance.
Note: Growth decomposition and projected sales are based on the sum of
all activity in researched countries only, and therefore do not take into
account the effect of non-researched (modelled) markets. For this reason,
there will be slight differences compared with the full global data found
elsewhere in this report.

FOR FURTHER INSIGHT PLEASE CONTACT
Amy Rollinson
Analyst, Beauty & Fashion
amy.rollinson@euromonitor.com
https://www.linkedin.com/in/amy-rollinson-499154109/
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Unilever in Beauty and Personal Care (World) : October 2020

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Unilever in Beauty and Personal Care (World) : October 2020

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UNILEVER IN BEAUTY AND PERSONAL CARE (WORLD)

Unilever’s beauty and personal

© Euromonitor International BEAUTY AND PERSONAL CARE: UNILEVER PASSPORT 2

© Euromonitor International BEAUTY AND PERSONAL CARE: UNILEVER PASSPORT 3

Top companies at a glance

© Euromonitor International BEAUTY AND PERSONAL CARE: UNILEVER PASSPORT 5

Unilever Group’s global footprint

© Euromonitor International BEAUTY AND PERSONAL CARE: UNILEVER PASSPORT 6

Hair care continues to lead, while deodorants show potential

▪ Unilever Group’s portfolio is largely positioned in the

© Euromonitor International BEAUTY AND PERSONAL CARE: UNILEVER PASSPORT 7

Growth led by market momentum as market share struggles

▪ Growth in the review period was largely driven by

© Euromonitor International BEAUTY AND PERSONAL CARE: UNILEVER PASSPORT 8

Consumer perceptions of top Unilever brands

Hair care brands Skin care brands Colour cosmetics brands

Suited to hair/skin type and concerns

Dove (N=3,809) Dove (N=2,605) Lakmé (N=486)

Source: Euromonitor International’s 2018 Beauty survey

© Euromonitor International BEAUTY AND PERSONAL CARE: UNILEVER PASSPORT 9

Impact of COVID-19 on Unilever Group (1)

From Sustainability to Purpose

Hometainment and the New Experiential Consumer

Where and How Consumers Shop

© Euromonitor International BEAUTY AND PERSONAL CARE: UNILEVER PASSPORT 11

Impact of COVID-19 on Unilever Group (2)

Innovation and the New “Core”

The “New Normal”: What is Here to Stay?

© Euromonitor International BEAUTY AND PERSONAL CARE: UNILEVER PASSPORT 12

Unilever Group shows multifaceted COVID-19 response

▪ Unilever Group has responded to COVID-19 in a multitude of ways, firstly by

© Euromonitor International BEAUTY AND PERSONAL CARE: UNILEVER PASSPORT 13

Lifebuoy and Vaseline focus on hygiene…

© Euromonitor International BEAUTY AND PERSONAL CARE: UNILEVER PASSPORT 14

…Whilst Rexona and Clear focus on at-home wellness

© Euromonitor International BEAUTY AND PERSONAL CARE: UNILEVER PASSPORT 15

Prioritisation of hygiene gives strong bath and shower growth

▪ Bath and shower in the US offers the

© Euromonitor International BEAUTY AND PERSONAL CARE: UNILEVER PASSPORT 16

Top players expected to maintain their rankings

▪ The top seven ranking players in

© Euromonitor International BEAUTY AND PERSONAL CARE: UNILEVER PASSPORT 17

While Unilever’s sales grow, its market share remains flat

▪ Unilever Group held a 7% value

© Euromonitor International BEAUTY AND PERSONAL CARE: UNILEVER PASSPORT 19

Market expansion in premium to drive competitive overlap

▪ Procter & Gamble Co has the

© Euromonitor International BEAUTY AND PERSONAL CARE: UNILEVER PASSPORT 20

Strong category and market penetration for Unilever

© Euromonitor International BEAUTY AND PERSONAL CARE: UNILEVER PASSPORT 21

Germany remains hair care’s weak spot

but it ranks poorly in its largest category, hair care, as

▪ In Japan, Unilever lacks a presence in some of its top

© Euromonitor International BEAUTY AND PERSONAL CARE: UNILEVER PASSPORT 22

Dove maintains strong competitive position

© Euromonitor International BEAUTY AND PERSONAL CARE: UNILEVER PASSPORT 23

Unilever’s portfolio remains stronger in emerging markets

© Euromonitor International BEAUTY AND PERSONAL CARE: UNILEVER PASSPORT 24

▪ Asia Pacific is the largest region for

© Euromonitor International BEAUTY AND PERSONAL CARE: UNILEVER PASSPORT 26

SheaMoisture stands out in social sustainability

▪ Unilever Group has been undertaking community initiatives

© Euromonitor International BEAUTY AND PERSONAL CARE: UNILEVER PASSPORT 27