British giant Unilever, known for its personal care, cosmetics, and food products under brands like Axe, Dove, and Rexona, has announced a €100 million investment to develop in-house fragrance design and creation capabilities. This initiative forms part of a broader strategy aimed at accelerating growth and boosting productivity.

The company, which reported €59 billion in revenue for 2023—75% of which came from 30 key brands the group intends to prioritise— is seeking greater control over the design of fragrances used in products such as shower gels, deodorants, and detergents.  

“Historically, we’ve partnered with fragrance houses around the world to create the scents that consumers know and love. Such partnerships remain important to us as we move to grow our capabilities in-house, which will see Unilever transition to a hybrid model,” the company stated in a press release.  

To achieve this, Unilever will utilise neuroscience, artificial intelligence, and digital tools to identify emerging fragrance trends and respond swiftly through product creation, formulation, design, manufacturing, and market launches.  

As part of this plan, Unilever is recruiting perfumers in the UK, the US, and India to work across its global brand portfolio.  

In October, Unilever appointed Mathieu Lenoir, formerly of Givaudan and Firmenich, as global creative centre director for fragrance, further bolstering its commitment to this strategic shift.