Case Study: Unilever launches an award-winning consumer brand with Vurvey

Unilever launches Melé over 18 months with Greenbook

Unilever identified a significant gap in the beauty market where products for people with deeper skin tones and naturally textured hair were receiving mixed reviews and failing to meet consumer needs. Their challenge was to successfully launch a new brand that would resonate with this underserved audience. To achieve this, they partnered with the vendor Greenbook and utilized its Vurvey platform.

Using Greenbook's Vurvey, Unilever engaged a multi-cultural community of consumers throughout an 18-month product creation process. This allowed them to gather feedback on everything from product habits and innovations to branding and strategy, enabling them to refine their approach and overcome production setbacks. The solution resulted in the successful launch of the award-winning Melé brand, which helped Unilever connect authentically with a new consumer segment and position itself at the forefront of a revolutionary change in the beauty industry.

Unilever