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Unilever's Clear Shampoo Goes Head-To-Head With P&G

Unilever is challenging Proctor & Gamble in a category the latter practically owns--antidandruff shampoo--with a brand called Clear that was created in the developing world. A new, faster Unilever blasted it out to seven new markets in six months last year, racking up sales of $367 million. Analysts figure antidandruff formulas account for half of the annual $40 billion global shampoo market.



In the Philippines--long considered P&G territory--Head & Shoulders was unchallenged in the antidandruff category until Clear launched in July 2007. Five months later, Unilever's shampoo had overtaken Head & Shoulders to grab 15.6% of the market. Perhaps the biggest surprise is that Unilever now aims to bring Clear to markets in Europe and the U.S. That would make it Unilever's first global brand developed and launched in emerging markets. "

The biggest innovation may be in marketing. Unilever has set up hair-care centers in malls from Beijing to Moscow where shoppers can pop in and get their scalp assessed using an "i-scope"--a small camera with a powerful microscope that's hooked up to a computer. Aiming to keep the brand's image stylish and aspirational, Unilever also has relied on good old-fashioned celebrity endorsements.

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