Hindustan Unilever ramping up ‘innovation intensity’ with premium brands Simple, Love Beauty and Planet – CosmeticsDesign-Asia.com

Hindustan Unilever Ramping Up Innovation Intensity With Premium Brands Simple Love Beauty And Planet Cosmeticsdesign Asia Com

The Premium Beauty Business Unit is an incubator set up within the HUL ecosystem.

“The Premium Beauty Business Unit is not just about building brands, but this is also about incubating capabilities. Some of these are having an agile innovation model to pick up trends on the fly, launch the product in minimal time, scaling it up as it succeeds, building a supply chain for small like nano-factory setups and flexible supply chain to provide agility,”​ said Sanjiv Mehta, chairman and managing director, Hindustan Unilever (HUL)

 This unit has launched products such as booster serums under Simple and a sulphate-free hair care range with onion and apple cider vinegar under Love Beauty and Planet.

He said that the company is planning to ramp up innovation in this space. “Dialling up our innovation intensity in this space, we have charted an aggressive plan to launch new and on-trend innovations.”

In the long run, the company intends to build upon the success of the existing brands by extending them with new categories, such as it did with Dove.

“If you recall, [Dove] started with skin cleansing, then it went to hair. In hair, it’s done such a remarkable job that it is now one of the biggest brands in hair. And it will become, I would definitely say, one of the largest brands in hair care. And it would become one of the largest brands in beauty,” ​said Mehta.

One brand it intends to focus on is Indulekha, which it first acquired in 2016. Indulekha is a personal care brand based on Ayurvedic ingredients.