PROJECTS

PUIG – GRADUATE PROGRAM

Naming
Brand Essence
Visual identity
Manifesto
Integrated communication campaign
Internal activation toolkit

Spark
Puig Talent Programme.

Puig, the world’s tenth-largest beauty group by sales and a global leader in selective fragrances, has a clear ambition for the next decade: to lead not only through brand, but through talent.

In a sector where 68% of Gen Z value culture over salary, and where organisations compete for increasingly scarce profiles, attracting and developing future leaders is not a matter of corporate branding. It is a matter of strategic survival.

Spark was created to close the gap between the talent Puig has today and the leadership it needs tomorrow.

Not as just another programme, but as a strategic business asset.

THE STRATEGIC APPROACH

While the competition was selling career opportunities through aspirational PowerPoints, we understood something deeper about Gen Z: they carry a nostalgia for the values they inherited from Gen X. That generation that had the audacity to think differently, to raise its voice and act with awareness.

So we did not build a programme.

We built a spark that awakens something deeper than professional ambition: a call to create with meaning, to be part of something that goes beyond individual success.

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THE SOLUTION

Naming, identity and a campaign that does not sell a job, but a mission. At the heart of it all: a manifesto written as if Dylan had been born in this era. A piece that speaks to those who want to leave a mark, to those who feel that talent is not only an aptitude, but a responsibility.

“Have you ever felt it?”

That is how it begins. With a question. With a Dylan-like tone. Because it is no coincidence that Timothée Chalamet brings him to life in his next film. The visual identity breathes that same energy: typefaces with character, a palette that evokes cultural movement, and pieces that feel more like a generational manifesto than corporate communication.

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Spark is not only launched. Spark is felt.

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RealStories project RealStories project RealStories project RealStories project
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THE IMPACT

Spark was not only launched. Spark was felt.

The campaign succeeded in positioning the programme as a benchmark for attracting young talent within the beauty and luxury sector. Applications increased by 240% compared with the previous year. The acceptance rate among final candidates reached 89%, the highest in the programme’s history. Spark stopped competing for leads.

It now leads a conversation.