Palmer’s

As Seen on Every Body

Palmer’s “As seen on Every Body” campaign elevated the brand’s status beyond its heritage as a trusted stretch-mark and cocoa butter specialist. By shifting its messaging toward inclusive, everyday beauty, the campaign effectively broadened Palmer’s appeal across diverse consumer segments.

At its core, the campaign redefined Palmer’s positioning from “for pregnancy” to “for life.” By featuring a range of real-life consumers—including expectant mothers and everyday skincare users—the campaign celebrated the universal benefits of their Cocoa Butter Formula, showcasing it not just as a maternity staple, but as a staple for all skin types and life stages.

This strategic repositioning also had tangible retail impact. The visibility of Palmer’s Cocoa Butter Formula for Stretch Marks expanded into mainstream aisles, moving from Mother & Baby sections into general moisturizer rows in mass-market and drugstore retailers—a testament to the campaign’s power to redefine perception and drive merchandise placement