PORTFOLIO 2026
Unilever x Blueair
Translating consumer insights and market research into new product concepts and go-to-market recommendations.
Role
Marketing Assistant
Timeline
Jul 2025 - Oct 2025
Team
Brand Marketing
Tool
Excel, Word, Canva
01
Internship
Overview
Brand Introduction
Blueair is a premium air purification brand founded in Sweden in 1996, dedicated to delivering clean air solutions that improve health and well-being. Now part of Unilever, the brand combines Scandinavian design with advanced filtration technology to offer high-performance, energy-efficient, and user-friendly products across more than 60 global markets.
Driven by its mission statement “clean air for the next generation”, Blueair focuses on innovation, sustainability, and smart living, addressing growing consumer concerns around indoor air quality and environmental health.
Responsibility
I supported the development of Blueair in the China market. My work focused on new product development, including competitive analysis, questionnaire design, focus group interview, and product concept development. I also contributed to brand communication through platform-specific content creation.
Target Market
New Parents & Young Families
母婴人群
Home Renovators
家装人群
Premium Lifestyle Consumers
品质生活人群
02
Social Media Copywriting
BRAND MARKETING
Project Overview
This project focused on communicating the dust and allergen removal benefits of Blueair DustMagnet (尘磁“小旋风”) .
I developed platform-specific content to make the product's value more relevant and accessible to each platform's audience.
Platform & Content Approach
RedNote
Discovery & Consideration
Users explore lifestyle content, discover new products, and seek authentic reviews.
Comparable Platforms
These 3 channels have complementary roles in the consumer journey, from product discovery ➡️ engagement ➡️ trust-building.
Awareness & Engagement
Short-form, trend-driven topics to maximize reach and real-time engagement.
Comparable Platforms
Zhihu
Trust & Authority
In-depth, expert-backed content to explain product benefits and build credibility.
Comparable Platforms
Scenario-driven Content
Air purification technology can feel abstract to consumers. I developed three scenario-based content directions to connect Blueair's product benefits with familiar everyday concerns and make its value easier to understand.
01 」Breathing shouldn’t feel like work 💼
Consumer Concern
Pollen, dust, and allergens make daily life uncomfortable.
Content Direction
Show how Blueair fits into everyday routines for easier, healthier breathing.
02 」Pet Owners' Allergy Concerns 🐶
Consumer Concern
Pet dander and airborne allergens can trigger allergies.
Content Direction
Highlight a cleaner, healthier home for both pets and families.
03 」Wellness x Allergy 🏋
Consumer Concern
Maintain a comfortable indoor environment for better focus and well-being.
Content Direction
Show how Blueair fits into everyday routines for easier, healthier breathing.
Cross-platform Content Adaptation
Consumer Problem 👁️
Dust keeps settling on furniture, even with regular cleaning.
A home can look clean, but airborne dust, pet dander, and fine particles can circulate in the air and settle on surfaces.
RedNote
Lifestyle Storytelling
“I just wiped the table yesterday. Why is it dusty again today?”
Promotion & Conversion
Limited-time offers. Shop now on Tmall!
Zhihu
Educational Explanation
Understanding Airborne Allergens and Filtration Technology
03
Blueair × The Laundress
New Product Concept Development
PRODUCT MARKETING
Project Overview
As part of Unilever's internal incubator program, our team explored a new product concept combining Blueair's air purification technology with The Laundress's fragrance expertise.
I supported early-stage product development through competitive research, consumer needs analysis, and exploring the technical challenges of combining air purification with fragrance diffusion.
x
1. Product Concept
About The Laundress
Founded in 2004 in New York City, The Laundress is a premium fabric care brand known for its specialized cleaning products and fine fragrances. Its product range includes laundry detergents, fabric conditioners, stain removers, and specialty care for delicate fabrics.
Air Purification
Clean indoor air
Initial Product Concept
We proposed a compact desktop air purifier combining Blueair's air purification technology with The Laundress's fragrance expertise. The initial idea was to release fragrance after purification, bringing cleaner air and a pleasant scent experience to small spaces.
Home Fragrance
Pleasant scent experience
↓
Compact Fragrance-integrated Air Purifier
Desktop / Small indoor spaces
Is there a market opportunity for the new product concept?
2. Potential Consumer Groups
Group A
Air Purifier Users
Consumers who use or consider purchasing air purifiers to improve air quality in small indoor spaces.
Group B
Home Fragrance Users
Consumers who use diffusers or other home fragrance products to create a pleasant indoor atmosphere.
Group C
Small-Space Users Non-Users
Consumers who spend time in compact spaces, such as bedrooms or home offices, but currently use neither type of product.
With the product still at the concept stage, and the target audience remains unvalidated. I focused on how consumers currently address air quality and fragrance needs in small indoor spaces. Rather than limiting the research to products with identical functions, I examined four types of competing solutions to explore potential consumer needs, existing alternatives, and barriers to adoption.
3. Define Competitors
Category | Selection Criteria |
|---|---|
1️⃣ Direct Competitors | Integrated air purification / fragrance devices, especially the ones for small spaces. |
2️⃣ Indirect Competitors | Standalone air purifiers / fragrance diffusers serving similar small-space needs. |
3️⃣ Substitute Solutions | Alternative ways to manage indoor air and scent, such as ventilation, candles, and reed diffusers. |
4️⃣ Non-Consumption | Consumers who choose not to purchase, use, or continue using these products. |
Research Dimensions
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Brands & products
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Price range
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Product features
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Technology & mechanisms
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Customer feedbacks
4. Competitive Landscape
01
Direct Competitors
How have existing products combined purification and fragrance?