Wavemaker commissions Palmolive and Vogue Living partnership
Group M’s Wavemaker has commissioned a partnership between Colgate-Palmolive and Vogue Living to promote Palmolive’s new hand wash range.
The partnership involved Vogue Living designing the label packaging for the limited edition hand wash range, and extends to content creation and editorial support across print, digital and social.
Vogue Living created two designs for the hand wash’s two scents
“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,” said Alexia Antonis, Wavemaker’s business director, content and partnerships.
“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, Colgate-Palmolive’s senior brand manager personal care added that the partnership is an example of how brands in the competitive hand wash category can innovate.
“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,” she said.
“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.”
Vogue Living’s editor, Rebecca Caratti, noted that the power of the collaboration comes from the emotional connection that the title creates.
“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,” Caratti said.
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