Unilever plots campaign blitz for toiletries brands

Unilever is preparing to flood the toiletries market with its “power brands” next year. The multi-million pound blitz will include a product launch from Sure; a revamp of Lynx; and Impulse brand extensions.

The packaged goods giant is also expected to spend more than £30m on the Dove brand next year.

The move follows a 33 per cent rise in Unilever’s pre-tax profits for the third quarter compared to the same period last year. The company attributes its success to the Path to Growth strategy, which involves whittling the number of brands from 1,600 to 400, and aggressively promoting the “power brands”.

According to industry insiders, Lever Fabergé, Unilever’s UK subsidiary, is to launch an anti-stain version of Sure in the first quarter of next year.

At the same time, it will launch Pulse – a new variant of Lynx – and a new version of Impulse, called Siren.

An industry source says: “The company plans to spend £37m across the Dove brand. The Lynx variant will be part of a revamp of the brand. Unilever will be updating the design and packaging of the entire range.”

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