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CASE STUDY: How Unilever made inroads into the male grooming space in Malaysia

The Malaysian male grooming segment has been growing by 20 per cent year-on-year, but Unilever’s efforts to ride on this trend with its brands—including Axe, Vaseline, Rexona and Clear—had not been effective. When its tried-and-tested communications approach failed, Unilever, together with Microsoft and Catcha Digital, launched a branded content site exclusively for men.