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Chicago, USA
When Softsoap introduced its new AI-informed shower gel line, the innovation was real — and so was the need to communicate it with nuance. Artificial intelligence in personal care is a timely, often misunderstood topic. Our challenge was to help tell this story in a way that felt clear, grounded, and emotionally resonant, not overhyped.
We collaborated with stakeholders across fragrance development, data science, and brand strategy to build a narrative that reflected the product’s technical rigor, while still centering human experience.
We approached this story with a journalist’s mindset — digging into the process, talking with experts, and asking what role AI really played in product development. From predictive modeling to consumer testing, the innovation behind Palmolive Aroma Essence was complex but compelling.
Our job was to make it understandable and engaging without flattening it into a trend. Rather than leading with the technology, we showed how it supported a human goal: crafting scents that help people feel more relaxed, uplifted, or connected.
Published on The Feed by CP, the piece became a key example of how to communicate technical innovation across Colgate-Palmolive’s brand portfolio. It was later picked up by a leading industry trade publication and shared across internal teams as a model for thoughtful, brand-aligned storytelling.
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