Unilever Dubai's Personal Care Division Expands Focus on Niche Product Marketing

30 Dec, 2023

Unilever Dubai's Personal Care Division Expands Focus on Niche Product Marketing

The Unilever Dubai Personal Care (DPC) factory responds to increased consumer interest in personal care products via social media by introducing a wider array of premium and niche offerings.

Mahmoud Abdel Naly, Head of Unilever and Well-being Supply-chain for the Middle East and Turkey, highlighted the factory's growth. "DPC, with an initial investment of AED 1 Billion (€250K), is expanding its capabilities to introduce new premium and niche products," he explained. "We aim to launch these alongside our existing beloved products."

The factory primarily focuses on hair and skin care products, a growing global trend amplified by platforms like TikTok, fostering greater consumer interest in self-care routines.

With cutting-edge technology, the DPC factory can produce a staggering 250 million units encompassing 400 product variants. "Our reach extends across the Middle East, and we also export to parts of Latin America. Historically, we've exported to North America," Abdel Naly added.

Dubai was strategically chosen as the factory location due to its robust business ecosystem, exceptional infrastructure, and connectivity as a global business hub bridging East and West.

Recognized by the World Economic Forum as an 'Advanced Lighthouse of 4th Industrial Revolution,' DPC adopts emerging technologies like robotics, AI, and machine learning across its operations. This innovative approach ensures rapid market delivery and responsiveness to consumer demand.

The integration of machine learning in quality control, equipped with high-speed cameras, automatically rejects substandard products, emphasizing precision. AI implementation optimizes resource usage, reducing environmental impact by curbing CO2 emissions, water consumption, and waste generation.