Unilever

BACKGROUND

Unilever operated in the Skin Whitening category in a cluster of countries where all brands used similar functional claims. It was difficult to find “reasons why” on which to build the differentiation of the brand. 
 

VALUE DELIVERED

Deeper human insight and a more holistic understanding of the category revealed unsatisfied motives that formed the basis for developing unique, profound and relevant consumer propositions based on Fundamental Human Motives instead of product attributes.