Personal care brands have always needed to be on top of consumer trends to stay relevant, and the pandemic has made that task only more complex. “If you really think about it, the entire world went through a life change at once, so the consideration set for consumers really expanded,” says Diana Haussling, VP, general manager, digital commerce at Colgate-Palmolive. “My team has been identifying new occasions, new moments, just new opportunities to engage consumers but also solve problems that they didn't have before.”
Haussling, 39, joined the company in March after nine years at Campbell Soup Co., where her team reimagined the classic Campbell “Snowman” ad to star a Black girl with natural hair. She also sat on the soup brand’s diversity and inclusion board and founded the Black Resource Group. And after Minneapolis police murdered George Floyd, Haussling was instrumental in elevating the voices of Black employees.