Unilever launched Plant Line personal care brand on Romanian market

Cristina Blanaru Business, Creativity

Unilever expands its personal care portfolio on Romanian market, launching Plant Line brand. The communication campaign to launch the new brand includes a mix of promo activities like TVC, digital communication, in-store actions and PR. Some of the Romanian influencers that tested the products and joined the campaign are Teo Trandafir, Andra Gogan, Ela Crăciun and Ruxandra Constantina MD.

Unilever comes to fulfill women’s needs with a new brand, offering them products containing natural extracts with benefits proven over time and which have an attractive quality-price report. Plant Line is the only brand on the Romanian mass-market inspired from fito-therapy (…) The launch campaign focuses on the differentiation that Plant Line brings within mass market category (…)

Luminita Gidea,

Category Manager Skin Unilever South Central Europe

The teams involved in the launch campaign for Plant Line on Romanian market included:

  • Unilever: Luminita Gidea (Category Manager Skin Unilever South Central Europe),  Adina Enache (Junior Brand Manager Face & Care Unilever South Central Europe), Eugenia Marcu (Category & Channel Development Manager Beauty & Personal Care), Andreea Dicu (Shopper Marketing Specialist Beauty & Personal Care Unilever South Central Europe)
  • The Hub Partners: Dinu Panescu (Creative Director & Partner), Florin Dulgheru (Managing Partner), Radu Ținc (Senior Art Director), Flavia-Ștefana Popescu (Junior Graphic Designer), Elena Scobeniuc (Account Executive)
  • IMAGE PR: Ruxandra Popescu (Account Manager), Larisa Minune (Account Executive)
  • MindShare: Cristina Ionescu (Group Account Director), Ramona Voicu ( Account Manager Client Leadership ), Lavinia Goia (Digital Connections Manager),  Amalia Necula (Digital Connections Planner)