After 182 years in the market, the Palmer’s skincare line from E.T. Browne Drug Co. has launched its first-ever brand awareness campaign -- “Show Your Self Love,” from VaynerX’s The Sasha Group.
Palmer’s previous advertising had taken a product-specific “problem/solution” approach, E.T. Browne’s vice president of marketing Rebecca Brown, and director of digital marketing Dalia Levi, tell Marketing Daily, but the new campaign is designed to reach a young demographic of 18- to 34-year-old females. Meanwhile, Gen Z-ers and young millennials are “really focused less on the end benefit and more about how they feel: natural in their skin.” These consumers want to know, “what do brands stand for?”
So, in the 45-second spot that kicked off the campaign on social media and connected TV, several young women are seen applying Palmer’s cocoa butter products as they congratulate themselves in the mirror on how great they look and feel.
While the ad does not, in the marketers’ words, “hit you over the head with product,” one very pregnant woman is obviously applying Palmer’s Stretch Marks Cocoa Butter as she tells her soon-to-be-born child, “You are so loved.”
The pregnant woman and a mother-with-young-daughter also shown in the spot fit in with what Brown and Levi call one of the brand’s key attributes as “household staples that we often hear are passed down from grandmother to mother to daughter.”
Both Palmer’s Stretch Marks and its Cocoa Butter Formula are number one in their categories per IRI, they note, adding, “We’re the brand that they turn to when they’re expecting, and we hope to keep that consumer with us post-pregnancy.”
Palmer’s did a pre-flight awareness test and will do post-flight awareness as well, Brown and Levi said.
The current campaign, which keys in on cocoa butter-based products -- which include Stretch Marks -- will continue into 2023. The ongoing awareness push will then continue indefinitely, however, with other Palmer’s product lines, which include coconut oil, shea butter and vitamin E.
And the social and TV content will be joined by retail activations and other campaign elements.