The Palmolive brand name is currently synonymous with trusted cleaning in the personal care market including soap, shampoo, shower gel etc. Palmolive already offer an extensive range of hand wash products however research showed that 43% of liquid hand wash (LHW) buyers use a decanter, principally because it is “far more stylish and attractive” than the pump (Source: LHW CUAS 2009). This insight presented an opportunity for Palmolive to be the first grocery LHW brand to compete with the homeware decanter market via a new range of “Designer” Liquid Hand Wash products. Attention grabbing bright colours based on the actual ingredients enhance the sensorial experience of fragrance. Beautifully composed photography form the architecture, highlighting the exotic combinations. Minimal typography is reminiscent of premium cosmetics and contemporary design. The pump and architecture provide strong brand ranging on shelf; the use of overall shrink wrapping allows seamless flow of ingredients, while the bold black & silver pump anchors the range and further conveys a black label premium product.
The range has been in market for approx 3 months (Jul-Sep 2013) and has been performing very strongly – already reaching share expectations. Growth has largely been incremental to the Colgate-Palmolive liquid soap portfolio which is always positive.
Palmolive Collections received a ‘Highly Commended’ recognition award in the 2013 Australian Packaging Design Awards and PKN Shelf Shout Awards. Read more www.pca.org.au.
