Love Beauty and Planet

Unilever launched Love Beauty and Planet in 2016 to address the growing "natural" shampoo market, which was a gap in their portfolio despite their commitment to sustainability. The new brand was designed to embody "natural" elements at its core and align with the company's "Connected 4 Growth" initiative aimed at fostering innovation. The appeal of the new brand was twofold: it sought to balance genuine sustainability with consumer expectations for high-quality, attractive products that were also affordable. However, the team faced a dilemma regarding the packaging design. Initially, they opted for a recycled material look, but concerns arose that it might not convey the desired beauty and appeal. They developed a more vibrant design with botanical images but had no time to test it, posing a risk to the brand's success at launch.