Unilever turns to pop-ups for CPGs

St. Ives, a personal care brand owned by the CPG giant Unilever, has been running a summertime pop-up “mixing bar” in New York City’s SoHo neighborhood that the company says is a first for personal care consumer goods. In addition to acting as a retail outlet for the company’s products, the pop-up includes a “mixing bar” where customers can get advice and concoct custom blends of ingredients for scrubs and lotions. The move is an attempt to reach customers directly, allow them to experience the brand and collect data. Read more

CPG Unilever goes direct to consumer

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