Beauty that connects
Powering conversion, personalisation and education across Unilever Beauty & Wellbeing
Challenge
Unilever Beauty & Wellbeing needed to turn on-pack interactions into measurable growth by combining compelling scan triggers with creator content, promotions and science-led storytelling that drive repurchase and 1PD capture.
Approach
A mix of promotional CTAs, creator-led AR, personalised repurchase journeys and science explainer experiences was deployed across key brands. Packs directed consumers to engaging digital moments—supported by media, influencers and in-store visibility—while Accessible QR ensured inclusive access and maintained performance standards.
Business impact
Higher engagement and conversion
Promotional and creator-led experiences delivered strong scan rates and meaningful 1PD capture.
Repeat purchase acceleration
Personalised journeys shortened the path to basket and strengthened brand loyalty.
Scalable playbooks
Clear CTAs, media support and best-practice templates now guide repeatable Connected Pack activation across the portfolio.
