In keeping with its strategy of steady brand development, the Colgate group decided to capitalize on growth in shower gels and position itself on that market by finding an innovative positioning around one of its major international brands, Palmolive. To stand out in this fiercely competitive market, the group chose to launch a new range of products enriched with essential oils, knowing that this type of product had until then had a relatively small market and was only sold through selective distribution channels.

Inform consumers about the benefits of aromatherapy and make these seem attractive and credible within the crowded shower gel sections of large specialist retailers.At the same time, create a visual universe and identity for the range combining the codes Palmolive uses for the mass market with a language stressing the “natural benefits” of essential oils.

Dragon Rouge came up with a creative concept for Palmolive Aromatherapy powered by two key ideas: transparency and color.The ultra-transparent and shiny packaging features colors that evoke ideas (green for energy, purple for relaxation). Conveying a message of purity and quintessence, this translates the concentration and “essential” properties of the oils used in the products.To counterbalance this message of intense purity, Dragon Rouge created a “window sticker” for the back of the packaging evoking, in a nature-oriented and highly illustrative way, the vegetal origin of the ingredients.Launched late in 2001, the range has made Palmolive one of the leading brands in the French shower gels and creams market. New products have been added to the range since, allowing Colgate to export the aromatherapy concept to the rest of Europe.