Unilever involves social media in product development

Unilever has said it will create custom-made social networks across its brands to involve consumers

In December, the consumer goods company had launched its fragrance brand "Lynx Twist" after it involved an online community of customers from the UK and the US in the product development process. It will reportedly now apply the same approach for food and hair care products.

Most advertisers such as Unilever are creating invite-only online communities to gain greater understanding of consumer opinions in product development.