‘Find the Formula’: Palmer’s takes inspiration from beauty craze

Palmer’s is addressing the overload of products which has come with the skincare and beauty boom in its first masterbrand campaign launching this week.

The ad presents Palmer’s range of natural-based formulas as the solution to the search consumers need to go on in their morning routines to find the product they are looking for.

The campaign launches the platform ‘Find the Formula’, sending the message that beauty can be simple.

Hayley Bishop, Palmer’s Australia marketing manager, said: “This is an exciting time for Palmer’s and we expect this new campaign to reignite relevance and interest in Palmer’s with both lapsed and new users. The core premise at the heart of Palmer’s is simple products that actually work, making affordable, effective beauty care accessible. We’re confident about investing in long-term brand building to ensure continued success, longevity and growth for the Palmer’s brand.

In the past 15 years, Palmer’s has advertised individual products, with messages specifically relating to its benefits. The campaign, from AnalogFolk, will run until April and will be followed by product-based ads which relate to the masterbrand work.

“Like always, we had a range of creative ideas that went into research. Funny thing was, from the outset, the idea of ‘beauty chaos’ just so clearly resonated across every group and demographic we spoke to, that you simply couldn’t argue with it. Not only was the campaign fun to make, it’s refreshingly different for the beauty category,” said AnalogFolk executive creative director, Richard Morgan.


Client: E.T Browne Australia
Marketing Manager: Hayley Bishop
Digital Manager: Emma Clark
General Manager: David Haskard

Agency: AnalogFolk
ECD: Richard Morgan
Creative Team: Alister McCann, Jenn Aspinwall
Design: Parisa Rezeai-Abyaneh
Senior Designer: Robert Carter
Project Director: Emily Entwisle
Senior Account Director: Zoe McMurdo
Strategy Director: Chris Loukakis
Strategy Partner: Ben Hourahine
Managing Director: Matt Robinson
Production Company: Flint
Director: Andreas Smetana
Producer: Taryn Mueller

Production Company: Flint
Director/DOP: Andreas Smetana
Producer: Taryn Mueller
Production Designer: Ashley Knopke
Editor: Brad Hurt
Storyboards: Scenes by Dean
Post Production: White Chocolate
Colourist: David Mosqueda
Post Producer: Chris Grocott
Sound House: Rumble Studios
Sound & Music EP: Michael Gie
Composer: Adam Moses
Sound Designer: Liam Annert

Media Agency: Speed
Research: Justin Lewis Research
Consumer PR: Polkadot Communications


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.