Palmer’s Glow Angel

To revitalize Palmer’s presence for a new generation, we introduced Glow Angel—a playful "big sister" character who personifies the ultimate glow-up. Blending timeless self-care wisdom with Gen Z wit, Glow Angel serves as a helpful, slightly chaotic mentor who pops up everywhere to share all her favorite beauty hacks. The campaign launched with two hero spots focusing on Palmer's iconic oil and lotion formulas, supported by am always-on social strategy.