Launched in 1926, Camay Soap celebrated the power of feminine seduction and became a global success for P&G, selling in more than 60 countries. However, by 1992 the trend in personal cleansing was for products with lighter scents and proven ingredients. Camay with its black packaging and heavy fragrance was in danger of becoming outdated. Julie was part of the team at Grey Paris to modernize the brand via new ads that featured essential oils as a fragrant skincare ingredient and also portrayed a more modern woman who was comfortable and in charge of her own sensuality. 

Previous articlePost Honeycomb
Next articleKool-Aid
Julie is the Founder and CEO of BrandTwist, a brand consultancy that helps entrepreneurs and corporations build stronger, more profitable brands.


Please enter your comment!
Please enter your name here