Unilever in Beauty and Personal Care

October 2020

Unilever’s beauty and personal care sales are likely to remain mostly shielded from the impact of COVID-19, owing to its strong offering in mass and core products. Expansion of its premium portfolio into China offers opportunities for growth, as does its bath and shower portfolio, which has a strong leaning towards hand hygiene. CSR efforts in light of COVID-19 offer brand equity, although this has been partially dampened by controversy surrounding the company’s Fair & Lovely range.

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Euromonitor International's report on Unilever Group delivers a detailed strategic analysis of the company's business, examining its performance in the Beauty and Personal Care market and the global economy. Company and market share data provide a detailed look at the financial position of Unilever Group, while in-depth qualitative analysis will help you understand the brand strategy and growth prospects of Unilever Group.

This report examines:

  • Company share by region and sector
  • Brand portfolio
  • New product developments
  • Marketing and distribution strategies

A detailed SWPT analysis of Unilever Group provides strategic intelligence on:

  • Strengths and weaknesses
  • Category and country opportunities for growth
  • Challenges and threats from current competition and future prospects
  • Global and regional market positions

Research you can trust:

Euromonitor International's company profile reports are written by our Beauty and Personal Care research team, a dedicated group of analysts that knows the industry inside and out. Buy this report to inform your planning, strategy, marketing, sales and competitor intelligence functions.

Scope of the Report



Executive summary

State of Play

Top companies at a glance
Unilever Group’s global footprint
Hair care continues to lead, while deodorants show potential
Growth led by market momentum as market share struggles
Consumer perceptions of top Unilever brands

Exposure to Future Growth

Impact of COVID-19 on Unilever Group (1)
Impact of COVID-19 on Unilever Group (2)
Unilever Group shows multifaceted COVID-19 response
Lifebuoy and Vaseline focus on hygiene…
…Whilst Rexona and Clear focus on at-home wellness
Prioritisation of hygiene gives strong bath and shower growth
Top players expected to maintain their rankings

Competitive Positioning

While Unilever’s sales grow, its market share remains flat
Market expansion in premium to drive competitive overlap
Strong category and market penetration for Unilever
Germany remains hair care’s weak spot
Dove maintains strong competitive position
Unilever’s portfolio remains stronger in emerging markets

Hair Care

Asia Pacific and Latin America lead Unilever’s hair care sales
SheaMoisture stands out in social sustainability
Core portfolio to drive future growth
US, Brazil and Argentina to drive hair care growth

Bath and Shower

Asia Pacific and North America key regions in bath and shower
Emerging markets key to future growth
Unilever optimising hygiene sales through market expansion

Other Categories

Skin care remains strong for Unilever in Asia Pacific
Fair & Lovely sparks controversy
Deodorants the focus of Unilever Group’s innovation
Brand image varies in men’s grooming

Key Findings

Executive summary


Projected company sales: FAQs (1)
Projected company sales: FAQs (2)

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