🌐 Unilever’s AI-Powered Push in Beauty
Unilever has become a leader in AI-powered beauty, launching over 500 AI capabilities worldwide. By integrating advanced AI tools across brands, it has taken an early mover advantage in customized skin care and beauty shopping experiences. Aaron Rajan, Unilever’s VP of go-to-market technology, explained, “By delivering breakthrough immersive beauty experiences, we can drive science, build desirability, and deliver cut-through in an unexpected way.”
🧴 Dove’s AI-Powered Scalp and Hair Therapist
Dove’s AI Scalp and Hair Therapist, launched in March in the U.S., provides custom recommendations to address scalp and hair issues like dryness and itchiness. The tool relies on a knowledge bank and large language models to deliver answers in line with Dove’s brand message. Senior VP Bérengère Loubatier notes that the tool isn't sales-driven but aims to help consumers understand their needs. Its success highlights a growing trend of AI tools that engage non-customers with scientifically informed solutions.
🌏 Asia’s AI Beauty Hub Pro Drives Engagement
BeautyHub Pro, rolled out in the Philippines and Thailand, offers selfie-based skin diagnostics, helping users discover personalized products from Unilever’s Dove, Vaseline, and Sunsilk lines. According to Unilever, the tool’s 3M+ users are 43% more likely to make purchases, and their basket values are 39% higher. These results show AI’s impact in guiding consumers to complete purchases with tailored product insights.
📉 Challenges and Changes Amid AI Expansion
While Unilever’s AI tools have boosted engagement, challenges remain. Aaron Rajan shared that “moving into a space where there are many unknowns” has tested the company’s reliability on AI-driven recommendations. Recent changes also include job cuts of 3,200 positions in Europe by 2025, reportedly influenced by shareholder pressure. Vasiliki Petrou’s departure as head of Unilever’s Prestige Division marks a shift, though Unilever’s mass beauty division saw a 7.1% sales lift to $7.15B in early 2024.
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