The Challenge

Unilever faced a critical task: developing and testing concepts for its beauty and personal care products before launch. A key insight revealed that consumers selected fragrances based on different body areas—products for the body were distinct from those for the hands.

The Dandy Approach

In partnership with Tribu, the data-driven strategic marketing agency founded by Pablo Gazzera, former EVP of Unilever London, we devised an innovative strategy. Building on the brand’s insight, we conducted concept tests that led to the “Bodyparts” concept. We created four mockups for AXE and five for Dove, reflecting this idea. After thorough testing and validation, “Bodyparts” was successfully introduced as a sub-brand. This approach, grounded in consumer psychology, enabled Unilever to make more informed and effective decisions in the beauty and personal care market, both in the UK and globally.

About

Unilever England is a major British-Dutch multinational company with a rich history dating back to 1929. Having expanded globally throughout the latter half of the 20th century, Unilever refocused in 2015 on health and beauty brands.