Unilever has entered into luxury cosmetics space with the introduction of Hourglass, a cruelty-free premium cosmetic brand, acquired in 2017. The products from this brand will be available at Unilever’s beauty segments, ecommerce channels, and department stores. Officials report that Unilever plans to launch Tatcha and Living Proof later in the year, though the plans are not yet confirmed.
HUL has been hugely successful in mass-priced brands like Lux, Sunsilk, Clinic Plus, but its premium portfolio has accounted for less than 20% till a few years ago and currently stands at 35%. With the launch of Hourglass, it will be foraying into the prestige category, walking shoulder to shoulder with brands like Sephora, Estee Lauder, and Bobbi Brown.
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Indian consumers are on the look out for premium products and services, and HUL is ready and raring to launch new brands and product in this category to benefit from this increasing demand. It will include having Unilever’s global brands wherever required. This new launch is also in line with HUL’s strategy to shift focus on low penetrated segments and high margins. It divided its BPC segment for the same reason. Adding to this, Unilever Global CEO Hein Schumacher said that the middle class in India is ready to spend more and hence, a lot of premiumization can be seen in the market.
About HUL
Hindustan Unilever Limited (HUL) is a leading fast-moving consumer goods (FMCG) company in India. It is a joint venture between Unilever plc and Hindustan Lever Limited. HUL’s product portfolio spans a wide range of categories, including personal care, home care, foods, and beverages. Some of their popular brands include Dove, Lux, Sunsilk, Surf Excel, Rin, Vim, Knorr, Lipton, and Horlicks.
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HUL has a strong presence in rural India, with a focus on reaching consumers through a vast distribution network. The company is committed to sustainability and social responsibility, and has initiatives in areas such as water conservation, waste management, and community development.
