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Unilever-owned brand Lifebuoy says it will double down on product innovation and aggressive marketing tactics in order to maintain the sales boom seen throughout the COVID-19 pandemic.
In 2020, Lifebuoy grew by over 50% on the back of demands triggered by COVID-19 and the brand’s COVID-19-focused communications, such as its ‘H is for Handwashing’ campaign to raise awareness of handwashing and hygiene among children.
“As the pandemic took hold, we saw a resurgence in the need for trusted, effective hygiene products. Our objective during the pandemic was straightforward – to increase the supply of and access to our affordable hand hygiene products, whilst educating more people about good handwashing habits to stay safe,” said Poh Khim Yin, global brand vice president, disruptive hygiene, Unilever.
Japanese beauty major Shiseido said it plans to launch ‘second skin’ this year, a so-called game-changing new technology which can diminish undereye bags instantly without the use of make-up.
This news was announced during the Group’s 121st Ordinary General Meeting of Shareholders, where the firm discussed the importance of upholding its reputation as a world-class innovator in beauty.
“We will continue to create never before seen innovations that exceeds expectations every year,” said chief brand innovation officer Yoshiaki Okabe
Okabe said the firm would continue to “
provide ‘wow’ innovation to surprise and excite consumers.” He then revealed that the highly anticipated ‘second skin’ technology was scheduled for launch this year.