Palmer’s
Palmer’s for Pregnancy,
Palmer’s for Life
BACKGROUND
Palmer's, a 150-year-old Health & Beauty brand, is one of the longest-standing skincare brands in the USA. Known globally as the #1 Cocoa Butter brand, Palmer's products are primarily sold through mass merchants, chain drug stores, and e-commerce channels
CHALLENGE
While Palmer's Cocoa Butter Formula has deep roots in the African American community—addressing skincare concerns for generations—its reach to broader consumer segments was limited, preventing further expansion into the general market.
INSIGHT
Cocoa butter is a well-known solution for reducing postpartum stretch marks, but Palmer’s had an opportunity to introduce its benefits to a wider audience.
SOLUTION
To expand its demographic, we introduced the general market to Palmer’s Cocoa Butter Formula for Stretch Marks through the “Palmer’s for Pregnancy, Palmer’s for Life” campaign. We crafted an upgraded communication strategy with the "Celebrity Pregnancy" concept, celebrating pregnancy while connecting Palmer’s with mainstream consumers. This campaign not only highlighted the stretch mark prevention benefits of the product but also repositioned Palmer's as a brand for life beyond pregnancy.
IMPLEMENTATION
The campaign’s success led to strategic shelf placement changes, moving Palmer's Cocoa Butter for Stretch Marks from the Mother/Baby section to the general moisturizer aisle in mass merch and chain drug stores.
We established Palmer’s as a top-tier Health & Beauty brand, deserving of full distribution across retailers.
Collaborated with 7 key influencers over the course of the campaign to amplify the brand’s message and reach.
RESULTS
Successfully tapped into a larger, more inclusive demographic. Expanded the brand's reach beyond ethnic communities to a wider audience. The campaign has been running successfully for over a decade, showcasing Palmer's as a trusted solution for skincare during and after pregnancy...
