With a deep understanding of consumer behavior, a huge R&D organization
behind it and several new product launches to come, Dow Home and Personal
Care executives insist that they are well-positioned to grow in the global personal
Tom Branna • Editorial Director
FOR PERSONAL CARE FORMULATORS, there’s a lot to like about he new Dow Chemical. The company spent much of 2009 organizing its business following the acquisition of Rohm
and Haas in April 2009.
That move created a Home & Personal Care unit with annual
sales of approximately $700 million, according to Eunice Heath,
general manager, Dow Home & Personal Care. Interestingly
enough, there were no product overlaps as a result of the acquisition, which enables Dow Home & Personal Care to offer an
array of solutions.
“We are having broader, deeper conversations with our customers than ever before,” insisted Heath.
Last year, Dow Home & Personal Care began operating as
one team by building its innovation pipeline and leveraging all
of Dow Chemical’s capabilities, explained Lionel Genix, global
marketing director, personal care division.
“Customer intimacy is at the core of the new business
model,” explained Genix. “We understand the needs of the
customer and the consumer. That means we speak the language
of the consumer, not technical (jargon).”
According to Genix, the new Dow Chemical business model
is built on three pillars:
• Knowledge of application;
A Global Network of Consumer Research
In terms of consumer insight, Dow has put a global network in
place to understand the wants and needs of consumers all over
“We want to be proactive with our customers. So we’re conducting consumer research in China, Brazil, the U.S., Japan and
Europe,” explained Genix.
Finally, Dow Chemical’s
$1.6 billion R&D budget is
among the highest in the industry. But Genix cautioned
that insights are key to utilizing all of Dow Chemical’s expertise.
“If you don’t understand
the customer, you can’t lever-
age the R&D,” he explained.
“Understanding the customer
is something we do very
Genix knows the impor-
tance of remaining customer-
centric. Prior to joining Rohm