Hindustan Unilever (HUL), a subsidiary of Unilever India is promoting new trends in the beauty industry such as skinification to stay ahead of the curve. According to Rohit Jawa, CEO and Managing Director, HUL, India is going through rapid change especially in the FMCG sector due to increasing affluence. Consumers are making holistic buying decisions which has resulted in premium brands performing better than mass. The same scenario exits across all industries.
Skinification, a new trend in the beauty industry is also gaining prominence today and will grow in the near future. HUL is the frontrunner in this trend with Lakme releasing its first makeup-skin hybrid range including a powder compact, skin tint, concealer, makeup fixer, and primer. All the products have 3% Vitamin C, which is clinically proven to better hydrate the skin and make it smoother. Jawa added that HUL is one of the first to have a makeup range with active Vitamin C.
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HUL has undertaken skinification innovation in its haircare products too. The new Dove Haircare lineup, Glycolic+Hydration range has used scientifically proven 5% Hydra Glycol technology, which provides 100 hours of hair hydration. In addition, Vaseline has launched its first overnight serum-in-lotion that has a blend of three actives. Furthermore, in the skincare category, HUL is working on refreshing Pond’s with new products.
With all these innovations and leveraging the skinification trend along with desirable packaging, novel visuals, HUL is creating new products with breakthrough ingredients in unique formats, helping it take a larger slice of the market share in the highly competitive FMCG segment.
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