Unilever and Fragrance: Emotion and Function
By: Jeb Gleason-Allured, Editor
Posted: March 12, 2010, from the April 2010 issue of P&F magazine.
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Unilever encompasses 400 brands—including Lipton, Hellmann’s, Dove, Omo, Surf, Suave, Lux and Axe—spanning 14 categories of home, personal and oral care, and food products sold in more than 200 countries. Powered by 174,000 employees in 100 countries, the company achieved 2008 revenues of more than euros 40.5 billion and invested nearly euros 1 billion in R&D activities spread across five lab sites around the world. Leveraging its international scope and local insights, the company is a consumer product leader with a keen interest in the power of fragrance. “Fragrance is an enormously powerful driver of consumer choice,” says Marcella Bartoletti, fragrance director for Unilever. “Our sense of smell triggers such strong emotions, and scent memory can be more evocative and longer-lasting than sight—that’s why I’m so intrigued by fragrance.”
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