Unilever PLC’s steps to “premiumize” its Dove personal care brand with new packaging, new marketing and expansion into new product segments is paying off, the firm reported at the Barclays Global Consumer Staples Conference.
Dove ‘Premiumization’ Pushes Brand Into New Categories, Shifts Marketing ‘Tone’
Dove personal care brand recorded sales growth of 10% in the first half of 2024 as the brand benefits from a "premiumization" effort that includes new packaging, marketing and new product categories, says Unilever PLC CEO Hein Schumacher.