Wavemaker Brokers Design Partnership For Palmolive & Vogue Living

Wavemaker Brokers Design Partnership For Palmolive & Vogue Living

GroupM media, content and technology agency Wavemaker has brokered a media-first design partnership between Colgate-Palmolive and News Prestige Network’s Vogue Living, promoting a new premium hand wash range from Palmolive.

As part of the partnership, the design and lifestyle brand Vogue Living was commissioned to design label packaging of the limited-edition foaming hand wash inspired by Palmolive’s two luscious scent variants – Magnolia & Argan Oil and Vanilla & Sweet Almond.

For over 120 years Palmolive has created products inspired by nature’s ability to transform the way consumers feel. Every product is inspired by natural ingredients to heighten a sense of appreciation for life and the beauty it contains.

Vogue Living’s bold, floral design for the bottles encapsulates the premium quality of the product and taps into contemporary design trends with the aim of capturing the attention of an aesthetic-driven and stylish audience. The on-trend colour palates of mint green and millennial pink were selected for the two variants.

The label designs were unveiled at a breakfast launch today, hosted by Colgate-Palmolive and Vogue Living at Sydney’s Centennial Parklands.

The partnership involves content creation and editorial support across print, digital and social, positioning Palmolive as the pinnacle in great design, as well as marketing, PR and in-store advertising.

The collaboration is set to highlight Palmolive’s premium credentials and add a touch of luxury to any home.

Alexia Antonis, business director, content and partnerships at Wavemaker, said: “In launching a premium and luxurious product for Palmolive, it was critical to align with the right strategic partner that allowed us to challenge category norms and drive strong consumer consideration of the Palmolive Handwash Range. The beautiful designs will drive not only brand equity but also demand in store.

“We’re confident Vogue Living’s influence in design and trusted relationship with its highly engaged audience will deliver the desired result for our client.”

Hannah Scott Evans, senior brand manager personal care at Colgate-Palmolive, added: “As the hand wash category continues to experience tough competition from new entrants, it’s important for Palmolive as the category leader to remain innovative in new and exciting ways. Partnering with Vogue Living has enabled us to think differently and tap into the consumer’s desire for premium, aesthetically pleasing hand wash at their basin with experts in design.

“The partnership allows us to capitalise on a real consumer need and insight, bringing Vogue Living designs into more households via Palmolive’s premium product offering.”

Rebecca Caratti, editor of Vogue Living, said: “Vogue Living is a title that creates genuine, emotional connection and transfers value across generations. We were excited by the opportunity to work with Palmolive on this design collaboration, with the aim of capturing the attention of a contemporary, fashion-forward audience and extending the Vogue Living brand into Australian homes.”



Please login with linkedin to comment


Latest News

AFR Remya Ramesh head of digital experience at Coles for BOSS Young Executive of the Year  Wednesday 16th June 2021 Photo by Eamon Gallagher
  • Media

AFR BOSS Names Winners Of 2021 Boss Young Executives Awards

In a year where ‘business as usual’ is anything but, AFR BOSS reveals six of Australia’s most inspirational and outstanding young leaders who excelled during the pandemic. The six have been crowned the 2021 BOSS Young Executives in the prestigious awards program, now in its 18th year. Run in conjunction with global leadership consulting firm […]

QMS Renews Contract With Manboom
  • Marketing

QMS Renews Contract With Manboom

On first inspection, B&T was hoping to bring you some manboobs news here. But as you'll see, it's a girdle-free read.

Marketing strategy on digital mobile platform - cross-device tracking programmatic advertising and multi targeting with laptop and mobile phone gadgets.
  • Technology

Index Exchange And MediaMath Join The Human Collective

HUMAN Security (formerly White Ops) today announced two new founding Human Collective members: Index Exchange and MediaMath. Together they participated in thought-provoking panel discussions during the recent IAB Tech Lab CTV & Video Advertising: Growing with Standards virtual event where they emphasized how important it is to work together in the fight against fraud on […]

by B&T Magazine

B&T Magazine
SCA Appoints Cathrine McVeigh To Head Of Audio Production And Operations
  • Media

SCA Appoints Cathrine McVeigh To Head Of Audio Production And Operations

SCA has announced the appointment of Cathrine McVeigh to head of audio production and operations. She will be part of the content leadership team. In the newly created role, McVeigh will oversee the creation of SCA’s new audio production and content operations hub and lead a combined team across the country to deliver a rapidly […]