Unilever wants to lead Dove hair care

With a succession of releases, Unilever wants to improve your performance, especially in food retail. The channel is being harmed by the competition with fluff and pharmacies, as well as the consumer downturn. "You can''t be embraced to the crisis," says Luiz, Director of Unilever''s Personal Care. "And you can''t have sales channel below your potential," he adds.
According to the Executive, the company is investing enough in new lines and therefore outlined bold goals: the leadership of Dove in two years and the growth of Tresemmé in value again in the two-digit level. Silk should expand sales with products and campaigns aimed at younger and to the public that has stopped buying Premium brands.
Surveys with consumers of different social classes, trend analysis and studies in different sales channels and consumption were the starting point to recreate lines of shampoos, conditioners and treatment creams and comb. All have two concepts in common: meet the desire of women for natural products and the development of the own hair. In the case of 55% of the original hair fame means Brazilian-curly, wavy or frizzy.
To accommodate the news, from 2015, the industry comes taking market variants. In Tresemmé, the number fell from 16 to eight families and, in Dove, is falling from 14 to eight to six families. "We believe in simplifying the portfolio for retail have higher return per square meter", explains Luiz tooth. On average, each SKU introduced by Unilever, one is taken out of circulation. Basically out what has low and high inventory.
"We hope the retailer itself, in addition to other suppliers, do the same: streamline the assortment to improve results", defends. As the brazilian always wants to find new products, flavours and benefits concepts, make room for innovation is key for success in sales, believes the Executive.