‘We are at the forefront of this change’: Hindustan Unilever pushes skinification across portfolio to stay ahead of shifting India market

Rohit Jawa, chief executive officer and managing director of HUL, highlighted that India was in the midst of rapid changes which is influencing various sectors, including fast-moving consumer goods (FMCG).

“India is undergoing a significant transformation at a fast pace, which is reflected in the changing consumer trends. With increasing affluence, the new India is spearheaded by aspiration for better quality of life. Consumers have become increasingly discerning seeking higher order benefits and making holistic buying decisions. This has also translated in premium segments performing better than mass, not just in FMCG but across industries,” said Jawa.

This is driving trends such as skinification, which focuses on the incorporation of skin care benefits into products such as makeup and hair care.

“We recognise that the skinification trend is set to expand in the coming years and as trendsetters, we are at the forefront of this change,” said Jawa.

This quarter, Indian beauty brand Lakme introduced its first makeup-skin care hybrid range. The line-up features five products, including a skin tint, powder compact, primer, makeup fixer, and concealer.

The products contain 3% vitamin C that according to the brand was clinically proven to make skin visibly smoother and more hydrated.

“We are one of the pioneers to have makeup-skin care range with an active vitamin C ingredient rather than an emotive one,” said Jawa.

HUL’s skinification innovations extend to hair as well with the new Dove Hair Care ‘s new Glycolic + Hydration range, which consists of a shampoo, conditioner and spray serum.

“Backed by a scientifically proven 5% Hydra Glycol technology crafted by R&D team, the product is unique and highly efficacious and delivers long lasting 100 hours of hair hydration. And as market leaders in hair care we continue to launch innovative value-added products to aid consumers in their upgradation journey.”

Furthermore, Vaseline debuted its first overnight serum-in-lotion that claims to be “powered by a potent blend of three actives”. The product is an extension of its successful Vaseline Gluta-Hya range.

Over in the skin care category, the company is working to renew Pond’s, one of its most recognisable skin care brands.

“We are ushering a new era of Ponds which will continue to cement our leadership in Skin Care. Ponds is a much-loved brand by consumers all over India evidenced by strong growth year after year,” said Jawa.

The move to refresh the brand comes as competition in the skin care category intensifies.

“With sharper, more relevant proposition, new desirable packaging, contemporary visual treatment we are building a platform of innovative products formulated with breakthrough ingredients in exciting formats that give millions of women their desired skin. Augmented by these actions, the brand continues to gain market shares in a highly competitive category,” said Jawa.