Unilever is launching Dove hair care products in Israel and worldwide.
Unilever plc (NYSE:UL; LSE; XETRA:ULVR) test marketed a new product for the international market using Israel as its pilot. Based on the pilot, Unilever will launch its new Dove hair care products in Israel and worldwide.
Responding to a question from ''Globes'' about why Israel was chosen for the global pilot, Lever Israel VP marketing Eran Tor said, "The Dove brand in Israel has the highest growth rate compared with other countries. Last year, Unilever awarded Israel its medal for the company's fastest growing market. Unilever concluded that Israel was a market open to innovation and therefore suitable for a pilot. According to data from AC Nielsen, Dove seized 4% of the market with one hair care product, while Pantene had 12.8% with over ten products."
Israel’s shampoo market is estimated at NIS 215 million a year. Following the relaunch of Lever Israel's "Pinuk" shampoo, the company had a 13% market share in this category. Procter and Gamble's (NYSE:PG) "Pantene" is the leading brand. Other brands are Henkel-Soad's "Hawaii", Procter and Gamble's "Head and Shoulders", Careline and others.
Published by Globes [online] - www.globes.co.il - on July 15, 2002