Opportunity
We had the opportunity to launch the first Unilever brand in 40 years. The challenge was introducing a new premium beauty brand that could stand apart in a crowded category. 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 is built around a scientific approach grounded in a simple three‑step process. As a result of bringing credibility, understanding the ingredients and the process is central to the brand. Our goal was to make the brand feel clear, human, and approachable instead of cold and clinical.
Design strategy
To bring this concept to life, I shaped the design system definition, partnering closely with strategy, engineering, and brand teams. We developed a flexible visual system that connected each step of the apothecary process into a cohesive whole, while remaining adaptable across formats.
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.
The system enabled rapid rollout across markets while maintaining a cohesive brand experience which allowed for accelerated launch timelines and reducing creative redundancy.
