For over a century, Unilever Personal Care has built a legacy for being market-making, category-shaping and ground-breaking, through household names like Dove, Dove Men+Care, Rexona, LUX, Axe, Lifebuoy, Closeup and Pepsodent.
Driven by consumer insights, our brands create Desire at Scale and empower more than a billion people every day with confidence, wellbeing and self-care, crafting superior products to help them achieve clean, healthy skin, effective sweat protection and odour control, and good oral hygiene.
Across the Skin Cleansing, Deodorant and Oral Care categories, our brands go beyond providing functional benefits. By applying cutting-edge science, we continually innovate to create desirable products that elevate everyday moments of care.
From Dove’s therapeutic body washes’ to Axe Fine Fragrance collections, we include superior ingredients, craft experiences that delight consumers, elevate aesthetics to enhance the look and feel of our products, and use captivating sensorials that immerse consumers in memorable scents and textures.
Developing superior products with breakthrough science and technology
We are at the forefront of using cutting-edge science and technology to develop market-making innovations.
By leveraging our expertise, we create premium products in a range of formats and formulations to suit consumer needs. We develop and use proprietary ingredients that nourish, protect and elevate everyday personal care experiences.
In Skin Cleansing, we’ve combined active skincare ingredients with our groundbreaking Micro Moisture technology in a Dove body wash format that delivers benefits beyond the shower. We’ve redefined the Deodorant category with Dove, Dove Men+Care, Rexona and Axe addressing wetness and odour over the whole body, not just the underarms. Closeup and Pepsodent have brought beauty to the Oral Care aisle with our premium advanced whitening and therapeutic toothpastes.
But that’s not all; we are expanding our in-house fragrance capability to elevate consumer experiences. Brands like Axe and LUX lead the way in using fragrances to drive product superiority and premiumisation.
We’re shaping the future of personal care with cutting edge science and technology to deliver superior products driving Desire at Scale across diverse markets and communities.
Tapping into culture that converts
Embedding our brands in culture helps convert desire into deep brand love. When our brands show up on match day, at a festival or in a limited-edition collaboration we transform fleeting moments into lasting fandom and growth. In other words, buzz converts to baskets.
We join conversations and meet consumers where they are by tapping into cultural moments, such as sports, music, collaborations and content creators. Our Personal Care brands play a key role in inspiring new generations through unmissable brand experiences.
Engaging in key cultural moments, like our partnership with FIFA™, our brands reach vast audiences.
By activating fully integrated marketing campaigns in, at, around and away from the stadium of various tournaments, including football, rugby, and cricket, we bring our Personal Care premium innovations into the sporting spotlight.
Leveraging the power of our brands
Defined by their unmissable superiority, our trusted brands create lasting connections with consumers across generations.
Dove’s Self-Esteem Project, Lifebuoy’s Handwashing Mission, Rexona’s Breaking Limits Programme and Closeup work on giving people the confidence to get close, are a few examples of how our brands use their influence and reach as a force for good to make a positive impact on the communities we serve.
Sustainability priorities
We leverage our scale to focus on four sustainability priorities where we believe we can have the greatest impact: Climate, Nature, Plastics and Livelihoods.
Through our business and leading brands, we are taking action to:
Innovate our packaging to use less, better or no plastic at all. Several of our roll-on deodorants now use less plastic compared to previous packs, and our Dove Bodywash bottles continue to be made from 100% recycled plastic across Europe.
Strengthen the traceability and transparency of our palm oil supply chain.
Invest in more sustainable, tech-driven ingredients to help reduce the carbon footprint of our products. This includes exploring alternative propellant systems and reducing palm-derived ingredients in our soap bars.
Our long-term investment in non-animal safety science has enabled some of our biggest brands – including Dove and Axe – to be certified as ‘PETA-approved’. Unilever is recognised by PETA (People for the Ethical Treatment of Animals) as a company advocating for regulatory change, and we support calls for a worldwide ban on animal testing for cosmetics.
