PALMOLIVE NATURALS Brand Transformation

Palmolive Naturals was known as a trusted mass personal care brand. Our challenge was to make consumers see it as a beauty brand.

I led the creative repositioning of the brand by redefining its visual language, storytelling, and creative standards—shifting every expression, from campaigns to brand assets, toward a more elevated beauty aesthetic. Rather than changing what Palmolive stood for, we changed how it showed up, allowing the brand to compete more credibly within an increasingly premium beauty landscape.

PALMOLIVE Smooth 30s

PALMOLIVE Ingredient Coconut

PALMOLIVE Ingredient Olive

PALMOLIVE Ingredient Aloe

My Role

Led the overall creative repositioning of Palmolive Naturals.
Defined the new beauty-forward creative direction and visual language.
Developed creative principles and guardrails to ensure consistency across campaigns and brand touchpoints.
Partnered with local and regional stakeholders to embed the new brand expression into ongoing communications.

PALMOLIVE Hair Drama 15s

PALMOLIVE Hair Drama 6s