Campaign details

Brand: Unilever: Dove, Suave, Caress, Ponds, Tresemme, Degree
Advertiser: Unilever
Agency: Team Unilever Shopper

State of the Marketplace & Brand's Business

Even though 3 x more Hispanic shoppers are buying their groceries at HEB than across other retailers1, Hispanic shoppers in particular were under indexing for purchases of beauty and personal care products at HEB, preferring instead to make additional trips and buy them at other drug and grocery retailers2.

(1) ShopperScape® January 2016 – December 2016

(2) ShopperScape® January 2016 – December 2016

Shopper Segment

We needed to engage and convert what HEB terms the Beautiful USH Mom. They are married, middle income Hispanic moms who spend twice as much on their beauty needs (skincare $76.7 vs. $30.62)3. For her, beauty is empowering – "when you look good on the outside, you feel better on the inside". Beauty stands for more than just looks – it goes to the very core of who she is – with 75% saying that beauty is an important part of their culture (vs. 56% of non-Hispanic)4. She surfs the web and social media regularly for beauty care inspiration5.