The goal is to keep prices under the $20 mark, in order to maintain Unilever’s competitive edge over the competition. The natural beauty market is largely dominated by expensive cosmetic brands, but ApotheCARE proves that you don’t need to sacrifice your wallet to have control over your beauty choices.
ApotheCARE is Unilever’s first new brand in decades, and it is expected to take a core place in the company’s portfolio. This venture not only proves that it is possible for a big corporation to innovate like a startup, even in the cosmetics field, but it also provides Unilever with a valuable blueprint to quickly and efficiently develop new brands.