Opportunity
We had the opportunity to launch the first Unilever brand in 40 years. The challenge was not only introducing a new premium beauty brand that could stand apart in a crowded category we needed to launch a system to gain trust quickly. Instead of relying on traditional beauty messaging, we led with the science behind how the products are made and let that credibility drive the story.
Product insight & challenge
Apothecare Essentials was built around a science-backed, three-step approach to haircare. Research showed that while consumers were interested in understanding ingredients and how products worked, many science-led beauty brands felt overly technical and hard to connect with.
Our challenge was to make the brand feel approachable without losing its credibility. Since the ingredients and process were such a core part of the story, we focused on creating an experience that felt clear, human, and easy to understand rather than cold or clinical.
It was a balancing act of scientific credibility and emotional accessibility while also ensuring the system could adapt across international markets and varying content needs.
My role
I led the development of the cross-channel design system, working closely with strategy, engineering, and brand teams to create a shared framework that could scale globally while keeping the experience consistent across digital and physical touchpoints. Partnering with distributed teams in an agile environment, we collaborated across disciplines and markets to rapidly iterate, align on priorities, and deliver a cohesive launch under tight timelines.
Design strategy
To soften the clinical feel often associated with science-led beauty, we introduced editorial storytelling moments that highlighted the scientists and makers behind the products, helping build trust through transparency and human connection.
We chose a system‑led approach so users could quickly understand the product story, and teams could consistently scale the brand across markets and channels. With the system in place, the experience translated seamlessly across print, social, and digital touchpoints.
Scale & collaboration
While building and scaling the design system across a multi‑channel platform, we collaborated with global teams under a tight timeline. Edelman executed the launch across website, social, and earned media—driving 148MM+ impressions and 25+ national stories.
Ultimately, the system enabled rapid rollout across markets while maintaining a cohesive brand experience which allowed for accelerated launch timelines and reducing creative redundancy.
