Lori Lauersen, senior vice president of global R&D at Unilever Wellbeing, shared insights on how Grüns complements brands like Olly, SmartyPants, Nutrafol, and Liquid I.V. by merging science-based formulations with enjoyable formats. This strategy encourages consumers to proactively manage their health with trusted, evidence-based products that seamlessly integrate into daily routines.
Over 50% of Unilever Wellbeing’s sales come from digital commerce, and Lauersen highlighted the importance of investments that help consumers engage with brands throughout their wellness journeys. Direct-to-consumer brands are enhancing consumer engagement through online education and community building, as exemplified by Nutrafol’s “Shed the Silence” community, which addresses sensitive topics like hair thinning.
Lauersen emphasized that scientific substantiation is at the core of Unilever’s innovation strategy. Consumers are increasingly demanding transparency, high-quality ingredients, and clinical evidence supporting finished products, a trend reflected in Unilever’s commitment to clinical trials.
Looking ahead, she identified personalization and the impact of GLP-1 medications as key areas of focus. GLP-1 is seen not just as a trend but as a signal of shifting consumer investment in achieving health goals, creating demand for products that support hydration and overall wellness.
For more on Unilever Wellbeing’s strategy and trends in consumer health, listeners can tune into the NutraCast available on various podcast platforms.
