Unilever Cosmetics throws central branding into doubt

Unilever Cosmetics International (UCI) has created uncertainty over the global roll-out of Unilever central branding after doubts have been raised about its validity on its prestige perfumes, including licensed brands such as CK One.

A company spokesperson says that it has not been decided whether its products should use the distinctive Unilever symbol, which was intended to be included on the branding of every product in the company’s portfolio, from detergents to food.

A UCI spokesperson says: “I do not think it will happen, although nothing has been confirmed. We work closely with the licensees, and from a branding perspective we need to keep it consistent across the Calvin Klein range, for instance.”

The initiative to create an overall umbrella branding across Unilever’s ranges is part of the company’s “One Unilever” programme that will eventually see Unilever consolidate its various businesses under one name.

UCI manufactures and distributes products under a range of licenses, including Calvin Klein, Cerruti, Chloe, Karl Lagerfield, Nautica and Vera Wang.

Branding and advertising activities for the ranges are often conducted in conjunction with licensees. Calvin Klein, in particular, leads the branded direction of its perfumes. CK One, for instance, will be backed with a Calvin Klein-created ad campaign later this year under the tagline “You’re the One”.

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