Unilever | Blueair | Xinyi Liu Portfolio

Unilever Internship:

Supported New product development by translating consumer insights into product concepts and go-to-market foundations

Role

Marketing Assistant

Timeline

Jul 2025 - Oct 2025

Team

Brand Marketing

Tool

Excel, Word, Canva

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 to promote “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

During my internship at Unilever, I supported the development of Blueair in the China market. My work focused on new product development, including competitive analysis, questionnaire design, consumer research, and product concept development. I also conducted research on CRM and membership systems to support customer retention and lifecycle strategy. In addition, I contributed to brand communication through platform-specific content creation.

TARGET MARKET

Family & Infant Care

母婴

Clean Home Living

家装人群

Premium Lifestyle

品质生活人群

Brand Content Communication

TASK OVERVIEW

My first task focused on brand communication through social media content creation across major Chinese platforms, including Xiaohongshu, Weibo, and Zhihu. Each platform required a distinct communication approach based on its user behavior and content style.

PLATFORM COMPARISON

⬇

RedNote

Lifestyle inspiration + visual storytelling.

➡ Product discovery, Authentic experiences, User-generated recommendations.

Weibo

⬇

Zhihu

Short-form communication, trending topics, and rapid information dissemination.

➡ Maximize reach & real-time engagement

Knowledge-driven, in-depth explanations supported by expert-backed insights

➡ Build trust & Authority.

RedNote

Weibo

✨ Discovery

🔷 Lifestyle storytelling

✨ Reach

🔷 Short-form, trend-driven messaging

Scenario-driven Content Strategy

1. Breathing shouldn’t feel like work 💼

2. Pet Owners' Allergy Concerns 🐶

3. Wellness x Allergy 🏋

EXAMPLE

Breathing shouldn’t feel like work 💼

Commuting means breathing in pollen. At home, it’s dust mites in the air. Allergies, breakouts, poor sleep… This summer, even your breath feels overworked 😮‍💨 Don’t let the air run your life. Blueair Dust Magnet Mini fits right into your routine: Dual filtration + DustMagnet™ tech removes 99.97% of pollen, dust mites, mold, and more. Purifies your whole room in just 10 minutes—quiet, sleek, and effortlessly effective. 💙Live with less pressure, and enjoy more freedom to breathe.

Pet Owners' Allergy Concerns 🐶

Pets bring love… and a little chaos too🐾 When seasons change, the air feels different too. Dander, odors, shedding everywhere— no matter how much you clean, the sneezes never stop. Blueair Dust Magnet Whirlwind Air Purifier, designed for pet-loving homes. Patented ionization technology + dual-filter system, effectively removing 99.97% of common airborne allergens and odors. Whisper-quiet. Seamlessly at home in your space. Always watching over your furry family. A better home for them, and fresher air for you 💙

Wellness x Allergy 🏋

Imagine this… You’re working out at home 💪 Sweating, pushing your limits— you take a deep breath… and something feels off. Your routine is disciplined. Your air should be too. Blueair Dust Magnet Mini features dual air inlets and a signature vortex airflow, delivering 360° circulation and purifying your space in as little as 10 minutes. With activated carbon filtration, it helps remove cooking fumes, pet odors, and smoke—so every breath feels clean and effortless 🌿 💙Clean air keeps you at the top of your game.

Zhihu

✨ Trust

🔷 Educational, expert-driven content

Content Structure:

1. Address common consumer misconceptions

2. Introducing the product and its key features:

Dust Magnet Mini
Key features: dual filtration technology for rapid purification, high-efficiency allergen removal, and a smart, quiet design that blends seamlessly into the home.
This section also highlights Blueair’s strong brand credibility and current promotions.

3. Conclusion

Reinforce the importance of dust and allergen removal. Encourage consumers to stay mindful of their respiratory health, helping themselves and their families enjoy a cleaner, healthier living environment.

EXAMPLE

The New Way to Breathe ✨ What makes Blueair’s Dust Magnet Mini so powerful?

So many of you have been asking: “If I don’t have allergies, do I still need to worry about dust mites?” But here’s the truth 👇 If you’ve ever experienced itchy skin, recurring rhinitis, or stubborn breakouts… dust mites might actually be the hidden culprit. Their biggest impact? Triggering allergies, leading to conditions like dermatitis, asthma, and allergic rhinitis. “But my home is already clean… why am I still having allergies?” That’s because common allergens like dust, mites, pollen, and pet dander—are often invisible. 👉 Clean-looking ≠ truly clean air To breathe healthy, removing allergens is key. 🌿 Spring is here, and sensitive skin is under pressure. Going outside can trigger reactions, but staying indoors doesn’t mean you’re safe either… That’s why you need your allergy-fighting hero: ✨ Blueair Dust Magnet Mini Designed to remove dust, dust mites, and allergens efficiently, giving your indoor air a full upgrade. 1️⃣ Dual filtration for fast purification Pre-filters + HEPA filters work together to capture up to 13 common pollutants. With a dual airflow system, it creates a powerful “clean air vortex” and refreshes your entire room in as little as 10 minutes. 2️⃣ Powerful allergen removal Powered by DustMagnet™ technology, it removes dust mites, pollen, mold, and pet dander with over 98% efficiency. It also tackles formaldehyde, bacteria, and viruses, keeping your air truly clean. 3️⃣ Smart, quiet, and beautifully designed Featuring HEPASilent™ technology, it runs quietly without disturbing your sleep. Scandinavian design meets soft grey fabric for a premium, minimalist look. It even doubles as a small side table, blending seamlessly into your home. With real-time monitoring, app control, and sleep mode, clean air has never been easier. Founded in Stockholm in 1996, Blueair is trusted by leading institutions worldwide—from hospitals to concert halls—for its professional air purification solutions. 🎁 New launch perks! Pre-order now to receive exclusive gifts like a Nespresso machine, Starbucks gift cards, and coffee capsules ☕✨ 🌸 Seasonal changes mean allergens are everywhere—don’t ignore it. Bring home your clean air guardian, breathe easy, and fully enjoy the beauty of spring.

UL Internal Incubator Project

PROJECT OVERVIEW

This project was part of Unilever's internal incubator initiative, where we explored and developed new product concepts by leveraging internal resources and cross-brand collaboration.

COLLABORATION

Our idea was to collaborate with The Laundress, a fabric care and home fragrance brand, to develop a desktop air purifier with an integrated scent diffusion feature.

IDEA

Once the purifier completes its cycle, it automatically releases a fragrance, so the air in your immediate space doesn't just feel clean, but naturally pleasant as well.

CURRENT MARKET COMPETITION LANDSCAPE

I researched the current landscape of fragrance-integrated air purifiers in both China and global markets, analyzing key products, price ranges, core operating mechanisms, and consumers' comments on this category.

1. Product Types

Air Purifier: Focused on air purification with activated carbon filtration systems, with no built-in fragrance function.
Fragrance Diffuser: Uses ultrasonic atomization to release fragrance, with three intensity levels, motion sensing, ambient lighting, and remote app control.

2. Price Range

Entry-level (small space) starts at ¥600
Mass / Core models range from ¥900 - ¥1500
Mid-high level ranges from ¥1500 - ¥3000
Premium products goes up to ¥5000
Fragrance Diffusers: Approximately ¥149–199; fragrance refills around ¥79 per bottle

💬 Comments (Air Purifier)

👍 Ease of use, quiet operation, and strong airflow performance.
❌ Unpleasant odors, inaccurate readings, and limited effectiveness in removing formaldehyde.

💬 Comments (Fragrance)

👍 Sleek design, intuitive app control, adjustable scent intensity, long battery life, and pleasant fragrance output.
❌ Cheap-smelling fragrance, poor scent longevity, unstable sensors, and over-engineered smart features.

1. Product Types

Air Purifier: Focused on air purification (e.g., dust, allergens, formaldehyde removal), typically using multi-layer filtration systems.
Fragrance Diffuser: Fragrance is usually integrated into other appliances (e.g., humidifiers or fans) rather than standalone diffusers, using aroma pads or diffusion modules to release scent alongside airflow.

2. Price Range

Entry-level / OEM models start at around ¥500.
Mass/Core models range from ¥1,000–2,500.
Premium models (e.g., Pro / Max / all-in-one units) can reach ¥3,000+.

Fragrance Diffusers: Approximately ¥109–219

💬 Comments (Air Purifier)

👍 Strong value for money, compact sizing, effective purification, attractive design, and ease of mobility.
❌ Loud noise, inaccurate readings, and connectivity issues.

💬 Comments (Fragrance)

👍 Non-glaring light, easy nighttime use, simple operation, compact size, stylish design, solid build, and adjustable brightness.
❌ Leaking, poor vapor output, low perceived value, and inadequate packaging.

1. Product Types

Scented air purifier with a pop-out aroma cartridge design. A press-to-eject solid aroma cartridge is built into the outlet, offering two intensity settings for scent concentration adjustment. The unit also features a full purification system comprising a pre-filter, HEPA filter, honeycomb activated carbon filter, and photocatalytic filter — four filtration layers in total.

2. Price Range

Not currently listed on major e-commerce platforms for unknown reasons.
Pricing is estimated to be in the mid-range consumer segment.

💬 Comments (Air Purifier)

👍 Long battery life, a wide variety of scents, and a understated, minimalist design.
❌ Poorly positioned air outlets and an inconvenient, less portable design.

💬 Divided opinions on smart control

👍 App-based remote control, while technically possible, is largely unnecessary in practice. Most users simply don't engage with smart features on a daily basis.
❌ WiFi-based app control is the industry direction, enabling real-time air quality monitoring and remote operation

DOMESTIC BRANDS

1. Product Types

Air Purifier: Focused on air purification with activated carbon filtration systems, with no built-in fragrance function.
Fragrance Diffuser: Uses ultrasonic atomization to release fragrance, with three intensity levels, motion sensing, ambient lighting, and remote app control.

2. Price Range

Entry-level (small space) starts at ¥600
Mass / Core models range from ¥900 - ¥1500
Mid-high level ranges from ¥1500 - ¥3000
Premium products goes up to ¥5000
Fragrance Diffusers: Approximately ¥149–199; fragrance refills around ¥79 per bottle

💬 Comments (Air Purifier)

👍 Ease of use, quiet operation, and strong airflow performance.
❌ Unpleasant odors, inaccurate readings, and limited effectiveness in removing formaldehyde.

💬 Comments (Fragrance)

👍 Sleek design, intuitive app control, adjustable scent intensity, long battery life, and pleasant fragrance output.
❌ Cheap-smelling fragrance, poor scent longevity, unstable sensors, and over-engineered smart features.

1. Product Types

Air Purifier: Focused on air purification (e.g., dust, allergens, formaldehyde removal), typically using multi-layer filtration systems.
Fragrance Diffuser: Fragrance is usually integrated into other appliances (e.g., humidifiers or fans) rather than standalone diffusers, using aroma pads or diffusion modules to release scent alongside airflow.

2. Price Range

Entry-level / OEM models start at around ¥500.
Mass/Core models range from ¥1,000–2,500.
Premium models (e.g., Pro / Max / all-in-one units) can reach ¥3,000+.

Fragrance Diffusers: Approximately ¥109–219

💬 Comments (Air Purifier)

👍 Strong value for money, compact sizing, effective purification, attractive design, and ease of mobility.
❌ Loud noise, inaccurate readings, and connectivity issues.

💬 Comments (Fragrance)

👍 Non-glaring light, easy nighttime use, simple operation, compact size, stylish design, solid build, and adjustable brightness.
❌ Leaking, poor vapor output, low perceived value, and inadequate packaging.

1. Product Types

Scented air purifier with a pop-out aroma cartridge design. A press-to-eject solid aroma cartridge is built into the outlet, offering two intensity settings for scent concentration adjustment. The unit also features a full purification system comprising a pre-filter, HEPA filter, honeycomb activated carbon filter, and photocatalytic filter — four filtration layers in total.

2. Price Range

Not currently listed on major e-commerce platforms for unknown reasons.
Pricing is estimated to be in the mid-range consumer segment.

💬 Comments (Air Purifier)

👍 Long battery life, a wide variety of scents, and a understated, minimalist design.
❌ Poorly positioned air outlets and an inconvenient, less portable design.

💬 Divided opinions on smart control

👍 App-based remote control, while technically possible, is largely unnecessary in practice. Most users simply don't engage with smart features on a daily basis.
❌ WiFi-based app control is the industry direction, enabling real-time air quality monitoring and remote operation

OVERSEA BRANDS