In this exclusive conversation, Ben Daniel explores how Unilever has evolved premium haircare packaging over 15 years through a disciplined integration of science, design, and sustainability.
A visit to Unilever’s Dubai Personal Care Factory (DPC) at Dubai Industrial City provides a view into a large-scale Beauty & Wellbeing manufacturing operation in the MENA region. With an investment of approximately AED 1 billion and annual output of around 500 million units, the site operates as a digitally enabled FMCG plant and is recognised by the World Economic Forum as a “Global Lighthouse Factory.”
The facility runs integrated packaging systems, including HDPE and PET bottle production, shrink sleeve and pressure-sensitive labelling, and automated end-of-line processes.
The visit coincided with a significant update to Dove’s haircare packaging, marking its first major redesign in over 15 years. In discussion with Jasmine Mucenieks Keeton, R&D Head for Beauty & Wellbeing Unilever Pakistan, Turkey, Arabia & Bangladesh (PTAB), the focus was on the shift in packaging towards a more performance-led and technically aligned design.
The redesign incorporates new formats and materials while maintaining functional requirements such as usability, product protection, and recyclability. Packaging development also reflects increased attention to circularity, including the use of PCR and consideration for refill and recycling systems. The approach combines global design consistency with local adaptation for manufacturing and environmental conditions.
Interview with Jasmine Keeton
Ben Daniel (BD): Dove’s latest haircare relaunch marks its most significant transformation in 15 years— what key scientific and R&D insights have driven this shift to a more premium, expert-led damage repair positioning?
Jasmine Keeton (JK): As a brand, Dove has long been a leader in the damage repair segment, and its product performance continues to reflect that strength. However, while the science and formulation have evolved significantly over the years, its packaging has remained largely unchanged , no longer reflecting the brand’s current positioning. The Project, “Dove Dream,” was driven by the need to align Dove’s packaging with this evolution. We wanted to create a design that not only conveys strong beauty credentials but also clearly communicates performance – both of which are critical to today’s
consumers.
“Packaging must evolve with the science—what we design today must clearly signal performance, expertise, and future-ready sustainability.”
Jasmine Keeton
R&D Head, Beauty & Wellbeing
Unilever (PTAB)
This led to a complete redesign of the pack, resulting in a solution that is both elegant and highly functional. Importantly, the new packaging signals to consumers that Dove is not just a trusted brand, but a true expert in damage repair.
BD: From a concept-to-consumer perspective, the new Dove packaging combines premium design with functional formats such as pumps and screw-thread closures—how did R&D and design collaborate to achieve this while ensuring usability, product protection, and recyclability?
JK: The entire Dove packaging was designed in-house by our specialist packaging design team, as part of a deliberate and strategic approach. This allowed us to ensure that the design vision was not diluted during execution something that can often happen due to cost or capability constraints. By keeping everything in-house, we were able to move fast and fully aligned with the marketing vision. Rather than adapting a finished design to technical or supply chain needs, we were able to integrate technical requirements into the design from day one, enabling us to deliver a pack that remains true to its original concept without compromise. We have only made limited adaptations for specific market needs, such as fill levels or shelf requirements, while retaining the core design elements—silhouette, colour palette, and design language. The white and gold aesthetic was intentionally chosen to convey elegance, sophistication, and Dove’s positioning as an expert in
damage repair.
BD: With sustainability gaining importance in the Middle East, how were the new Dove bottles designed for circularity, and what R&D challenges arose in integrating PCR and refillability without compromising the premium consumer experience?
JK: Sustainability was an important consideration and embedded into the brief from the start. The bottle is made from HDPE, with 50% PCR inclusion— and the capability to scale to 100% PCR— and uses a detectable white masterbatch to support sorting in recycling streams. The screw-top closure
allows easy disassembly and refillability. These features empower consumers to make more responsible choices without compromising on performance, aesthetics, or overall experience.
BD: How did you balance a more premium, beauty-led packaging aesthetic with real-world functionality—like clear variant differentiation, ergonomic ease of use, and performance in the Middle East’s heat and humidity?
JK: To ensure that the packaging remained intuitive, functional, and relevant for consumers, one of the key elements we focused on was clarity in design. We use distinct design codes to help consumers easily differentiate between variants such as shampoo and conditioner—something that becomes critical when you consider that a purchase decision on-shelf is made in just a few seconds. We have also retained a simple, ergonomic silhouette that is easy to hold and use, ensuring a consistent and practical user experience. At the same time, the packaging has been engineered to perform reliably in the region’s environmental conditions.
Given the Middle East’s climate, all products and packaging are developed and tested in-house under rigorous conditions including high temperatures, humidity, and other stress factors—to ensure consistent quality and performance. While the pack clearly signals a more premium, beauty-led aesthetic, it is fundamentally built around functionality. Consumers in this region are highly discerning—they expect packaging that looks sophisticated but also delivers on performance. What we have aimed to achieve is a balance where the design communicates efficacy and expertise, supported by robust science, while remaining highly practical and fit
for purpose in everyday use.
BD: Does the product range maintain a global design while adapting to regional conditions, and how does R&D ensure technical robustness in markets like the Middle East with differing climate, water quality, and
supply chains?
JK: Dove is fundamentally a global brand, and we manage it as such to ensure consistency, scale, and impact for consumers worldwide. The design language remains globally aligned, while development is very much local. In practice, while the visual identity and overall design codes are consistent globally, all technical development—formulation, packaging, and manufacturing—is adapted to local market needs. This is particularly important in regions like the Middle East, where environmental conditions and supply chain dynamics differ significantly. We have a strong manufacturing footprint in the region, including this Dubai factory and our long established facility in Jeddah, which has been operating for decades, giving us deep local expertise. We also work closely with local packaging converters and resin suppliers, supporting supply chain efficiency while reducing carbon emissions. Ultimately, this approach enables us to maintain global brand consistency while ensuring products are technically robust, locally relevant, and fully optimised for each market.
BD: Across Unilever’s Beauty & Wellbeing portfolio, what key packaging innovations are you focusing on, and what broader market shifts—beyond sustainability—are shaping this direction?
JK: One of the most significant trends we are seeing is the growing influence of skincare on the haircare category. This is a sustained shift, with consumers increasingly looking for more holistic, routine-based approaches to haircare, similar to skincare regimens. For us, this creates an opportunity to build “regimen-based” solutions—where multiple products are used together to deliver a more complete and effective experience. We are also seeing a crossover in ingredients, with skincare-inspired actives becoming more relevant in haircare formulations.
Packaging plays a crucial role in this evolution. It is no longer just a functional container, but a key medium for communicating product benefits and positioning. With Dove’s latest relaunch, the elegant silhouette, subtle embossing, restrained colour palette, and minimal typography are intentionally designed to reflect the visual language of premium skincare. In this way, packaging helps signal efficacy and expertise, reinforcing product benefits and elevating the overall experience beyond functionality.
BD: As we conclude, what message would you share with converters, suppliers, and OEMs on aligning with Unilever’s expectations in innovation, sustainability, and operational excellence to remain future-ready?
JK: From my perspective, quality remains the absolute foundation. As consumers become more discerning and expectations continue to rise, delivering consistently high-quality packaging is non-negotiable. Every pack must meet the highest standards, as it directly reflects the brand and consumer experience. Alongside this, sustainability is rapidly evolving, bringing the need for future-ready capabilities. While some converters are equipped to handle certain levels of post-consumer recycled (PCR) content, the industry is moving towards higher thresholds—potentially 90% or even 100%. Being prepared for these shifts in advance is critical, as validation and implementation take time.
My message to the industry is to think ahead—what does the future of packaging look like, and how can we prepare for it together? Simple steps, such as adopting detectable masterbatches or designing for recyclability, can make a meaningful difference. Ultimately, it comes down to two priorities: unwavering quality and proactive foresight. By partnering closely and anticipating future requirements, we can move forward smoothly and lead the market, rather than react to change.
BD: Brilliant—thank you, Jasmine, for this insightful
discussion. Wishing you and the Unilever team continued success with this innovation. We look forward to seeing further advancements from Unilever across a wide range of packaging structures, formats, and applications.
