Samir Singh, the CMO of the personal care unit at Unilever, highlighted some stereotypes around sustainability and mentioned that consumers need not feel guilty about it nor they should pay more. He held that sustainability and innovation must go hand-in-hand to grow a personal care brand, but it should not burden consumers with extra expenses. He highlighted some newly formed habits of consumers and revealed how Unilever reimagines its innovation strategy to evolve hygiene products into wellness products. Consumers now demand the same skincare products for their body and face, which is termed skinification at Unilever. To satisfy consumers’ expectations, Dove has offered a range of shower gels made from skincare ingredients, offering skincare benefits like better skin, extra moisture, and acne protection.