Unilever continues move from bolt-ons to larger acquisitions, while identifying potential spin-offs among its beauty and personal care brands.

Growing consumer demand for OTC hand sanitizers driven by the pandemic prompted Unilever to extend its iconic soap brand Dove into the antibacterial market with a hand sanitizer line promoted also to moisturize skin.

Like other comparative claims, say attorneys at the National Advertising Division’s annual conference, advertising that denigrates a competing brand must be substantiated. Advertising detailed previously in HBW Insight that compared nutritional products’ formulations and skin moisturizers’ effectiveness were noted as examples of denigrating claims. 

“We selected Lumify based on its strong business performance in years one and two, and the success it had in growing a category through premiumization," says Nielsen’s BASES leader, Ben Macedo.