Unilever uses start-up mindset to create new brand targeting natural consumers

by Dramelin 1:30 AM 0 comments

Jain declined to say how much revenue Unilever expects the brand to generate, though he did say he expects ApotheCARE Essentials to become one of its core brands.
Plus, it gives Unilever a blueprint to quickly develop other brands.
"We`ve obviously learned a lot in the crafting of this and we can leverage some of what we learned here," Jain said.
"There will always be a combination of doing things fast and entrepreneurial and also doing things traditional to match the rigor with what we launch with the resources put behind it and testing it.
" But just because Unilever now has experience creating an idea and taking it to market in a little over a year doesn`t mean it will start randomly launching brands, Seal said.
It will still base those decisions on what needs consumers have and how Unilever`s brands address, or don`t address, them.
"We`ll always develop technology, and sometimes we`ll get a golden egg," Seal said.
"We can`t always radicalize the core of our portfolio, but we`ll always work to improve those brands and occasionally get something like ApotheCARE.
" ApotheCARE products will be available in drugstores and on Amazon starting Jan.