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 Livingwas 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 on Wednesday 7 August, hosted by Colgate-Palmolive and Vogue Livingat 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 & 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."