The Love Beauty & Planet project was born out of the desire of a team of Unilever’s young employees in the U.S. to create the brand of their dreams. A brand that would take care of both people and the planet, with a reduced carbon footprint and a careful attention to every step of the production chain. From ingredients sourcing to the use of recyclable packaging made from recycled plastics and vegan formulas based on at least 98% natural substances: nothing is left to chance.
In a market that is increasingly sensitive to ethical and environmental issues, natural cosmetics have become one of the main drivers of hygiene and beauty sales in the mass channel in France. Although they currently represent only a small part of the personal care market, organic and natural cosmetics are posting strong growth, thus forcing big brands to adapt their offer.
In this respect, millennials are a very attractive target. This generation, which represents 25% of French households, but will account for half of the active population by 2020, is very sensitive to social and environmental issues, with a strong preference for ethical and recyclable products, with a strong attraction for everything natural.
To appeal to Millennials, Love Beauty & Planet offers a positive and committed message, in line with the actions undertaken by Unilever for several years: ethical sourcing, in the food sector, and women’s self-esteem campaigns with the Dove brand, for instance.
Nourishing coconut oil, moisturising essential oil of Bulgarian rose, ylang-ylang with an exotic and powerful scent, not to mention the purifying effects of vetiver and rosemary: the range boasts many organic ingredients, and paraben, silicone and colour-free vegan formulas, offering up to 98% natural ingredients. However, synthetic ingredients may still be used in order to offer optimal sensorial results in terms of fragrances or hair texture. As far as oral hygiene is concerned, the range includes bamboo toothbrushes and toothpastes with activated charcoal and coconut oil.
Most raw materials come from ethical sourcing, thanks to Givaudan’s sustainable and responsible sourcing programs. All products use 100% recyclable packaging made from recycled plastics and featuring joyful colours, because pleasure is important too.
Furthermore, to complete its eco-responsible approach, Unilever applies a self-imposed tax of 40 euros per tonne of carbon emitted, to fund a large European recycling program.
As a result: a strong and bold brand, driven by a 100% digital communication in partnership with key influencers and communities, a range with a premium positioning, which aims to take a significant place on the natural market.