Category: In the News

This story was first published by Digiday sibling Glossy

Procter & Gamble on Tuesday announced a 2% growth in net sales for the fourth quarter of 2025. But the conglomerate’s forecast remains modest as uncertain tariffs and consumer sentiment threaten sales growth in the U.S., its largest market. The owner of beauty and personal care brands like Olay and Gillette also shared full-year results for fiscal year 2025, with net sales remaining flat at $84.3 billion.

“We’re pleased with the performance P&G people delivered last fiscal year in the face of a very dynamic, difficult and volatile environment,” said outgoing CEO Jon Moeller on Tuesday’s earnings call. “Growing sales and profit are returning high levels of cash to share owners, despite heightened consumer anxiety with tariffs, inflation, interest rates, political and social divisiveness, and immigration and employment status uncertainty, all resulting in lower category growth and unpredictable geopolitical environment and against highly capable competitors.”

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Unilever’s been building a generative AI assembly line for its digital creative. The system might offer a model for heavyweight brand peers, but could also cause a headache for creative agencies.

For the last year the CPG giant has been working with marketing services group Brandtech to build up its Beauty AI Studio: a bespoke, in-house system inside its beauty and wellbeing business. Now in place across 18 different markets (the U.S. and U.K. among them), the studio is being used to make assets for paid social, programmatic display inventory and e-commerce usage across brands including Dove Intensive Repair, TRESemme Lamellar Shine and Vaseline Gluta Hya.

“It’s a different way of working. We used to send briefs off and get content back. Now it’s this agile, iterative approach,” Selina Sykes, global vp and head of marketing transformation, beauty and wellbeing, told Digiday. Sykes estimated that on average, Unilever was using the system to create 400 creative assets per product: “Before, we’d be doing 20 assets per campaign, and now we’re doing hundreds.”

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