Unilever sales rise thanks to surge in shampoo and deodorant salesComments Off on Unilever sales rise thanks to surge in shampoo and deodorant sales
A NEW advertising campaign for Lynx which ditched male stereotypes has paid off for owner Unilever after higher sales of the men’s grooming range propped up the group’s performance.
Lynx, known as Axe in the rest of the world, dropped its old laddish advertising campaigns featuring boisterous blokes after it lost relevance for the millennial generation.
The new ad campaign, which features nerdish blokes and a man dancing in high heels, has hit a chord with shoppers.
Personal care sales, which include sales of brands like Tresemme, surged ahead of other divisions in the first quarter with underlying sales up by 5.8% to €4.8 billion led by higher sales of the deodorant brand.
Other divisions of the conglomerate, which sells everything from Hellmann’s mayonnaise to Cif bathroom spray, also did well.
Food sales rose 1.9% to €3.1 billion and home care sales rose 7% to €2.4 billion. Overall underlying sales rose 4.7% to €12.5 billion.
Currency headwinds took the shine of the sales growth by contributing to a 2% fall in turnover.
“The first quarter demonstrates a strong volume-driven performance, following on from a good delivery in 2015,” chief executive Paul Polman said.
Emerging markets also continued to be a bright spot for the Anglo-Dutch group, with sales up 8.3%.