Core Insights - Unilever has announced the closure of its high-end beauty brand REN, marking the first brand shutdown under new CEO Fernando Fernandez [1][12] - The decision to close REN is attributed to internal complexities and external market pressures that have hindered the brand's profitability for an extended period [1][12] Brand Background - REN was established in 2000 and was acquired by Unilever in 2015, becoming the first brand in Unilever's Prestige beauty division [2][5] - The brand focused on high-end consumers and promoted a philosophy of using 100% natural ingredients without chemical or synthetic components [2] Financial Performance - By 2014, REN had entered 50 countries with sales revenue of approximately €40 million (around 330 million RMB) [5] - After its acquisition, REN's performance did not meet expectations, with reports in 2024 indicating that its annual revenue was below €5 million, failing to reach the threshold for "strong brands" [13] Strategic Shift - Unilever has been undergoing a series of business divestitures, including the sale of Elida Beauty and other non-core assets, as part of a broader strategic realignment [12][15] - The company aims to focus on 30 "strong brands," which include 14 billion-euro brands and 16 brands expected to reach that level, while non-core brands like REN are being phased out [12][15] Cost-Saving Measures - Unilever's "Productivity Plan" aims to streamline operations and reduce costs, with a target of saving €550 million by the end of 2025 [15] - The company has increased restructuring costs to 1.4% of revenue, with an annual investment of €1.5 billion (approximately 12.26 billion RMB) to optimize its product portfolio [15] Market Challenges - Unilever's beauty division, including REN, has faced sales declines, attributed to a general slowdown in the beauty market [17] - The company reported a 0.9% year-over-year decline in revenue for Q1 2025, with specific challenges in the Chinese market, where sales fell by a single-digit percentage [17][19] Future Outlook - Unilever plans to enhance its core brand innovation and focus on high-end product offerings while adjusting its marketing strategies in China [18][19] - The company is committed to improving investment quality over scale and aims to optimize its portfolio through divestitures and strategic acquisitions [19]