Unilever’s new ‘responsible beauty’ brand Love Beauty & Planet has arrived in the UK, with further launches into Europe expected later this year.
Love Beauty & Planet, Unilever’s first new beauty and personal care brand in 20 years, debuted in the US in December 2017.
The new brand It is being positioned by Unilever to compete in a market that is currently dominated by independent boutique brands. Competitive price points in the UK (rsps of £.5.99 to £9.99) ought to make the new range a strong retail proposition.
Unilever has worked hard to ensure that LBP comes with some convincing sustainability credentials. The brand says on its website that it set itself ‘six goals for a better future’ – sustainable sourcing (its target is for all the natural ingredients it uses will be from certified sustainable sources by 2020), reducing waste (all packaging is made from 100% recycled plastic), saving water (facilitated, for example, by ‘fast-rinse conditioner technology’), reducing carbon footprint, supporting environmentalists and benevolent beauty.
The brand comes with a backstory that echoes those of the start-ups and pioneer brands that Unilever has been busily been snapping up in recent years. “Love Beauty and Planet was started by a group of like-minded people who believe that looking good and doing good should go hand-in-hand,” the website declares