Evidence note. This is a first-party career account. Commercial outcomes below are executive-reported unless a specific external source is linked.
+500bpsGross margin uplift
#1Fastest-growing brand, three years
€500M+Brand value
The strategic core
Across more than 20 markets, local adaptations had left a high-volume heritage brand with fragmented positioning, different packaging moulds and eroding margins. Project SHINE unified the portfolio around a common brand architecture and a clear, demonstrable product promise.
Structural and sensorial design
Packaging structure, ergonomics, visual identity, fragrance and product demonstration were treated as a connected system rather than separate design decisions—improving shelf impact while reducing manufacturing complexity and resin costs.
Commercial translation
The transformation connected consumer meaning with supply-chain efficiency, price-pack accessibility across developing and mature markets, and disciplined P&L execution, unlocking +500bps in gross margin to reinvest in sustained growth.