Our Signal ’25 Innovators are linked by one powerful pull: to bring more delight to customers and make them the heart of every launch, story, and livestream. They not only succeed in connecting consumers to products they love, but they also embody excellence across their communication, execution, and impact.

Carla Valladares
Carla Valladares, Brand Director, Mexico Head & Shoulders, understood the challenge: how to turn a crucial insight — the way itchiness is tied to someone’s confidence — into a new approach for Head & Shoulders Anti-Itch shampoo. That the brand was already the biggest-selling shampoo in Latin America did not deter Valladares — she wanted to expand its share. That decision included turning the iconic bottle translucent (so the minty, blue formula could be seen) and highlighting this see-through feature across retail displays and commercials. The shift proved so transformative that the entire campaign went viral without paying for social media, and the effort led to record-high share growth for the brand, while also boosting the sector.

As Valladares said, “When you see the power behind all of this, finally, in a bottle, on a shelf, the power of a great product story is actually immeasurable.”

Shelley Jiang
Shelley Jiang, Senior Director, Purchases, Global Baby, Fem & Family Care, tapped AI for a rapid turnaround in digital content produced in tandem with more than 50 external partners. Her team’s work opened consumers’ access to online stores and to virtual hosts and influencers available 24/7 on social platforms. The result? Greatly expanded reach, effectiveness, and efficiency, with costs cut by 50 percent, and $100 million in savings. It’s an outcome Jiang continues to champion.

“We have to stick to our growth strategy, and we have to be agile and creative,” she says. “I’m confident that P&G is heading in the right direction.”

Lucy Moran
Lucy Moran, Senior Director, Digital Commerce Asia Pacific, Middle East, and Africa, knew consumers’ expectations were changing. Customers wanted convenience — and they wanted something new. Moran applied that insight to a new product launch across Asia for Olay’s SuperSerum — the number one beauty serum in North America. Algorithms helped drive the execution, which included live influencers, TikTok, and in-store experiences. The business tripled in the Philippines in just one month, for example, with social commerce driving 38 percent of Olay’s digital commerce business in Southeast Asia — attracting 72 percent of new users.

“What’s driving the algorithm is the consumer preference,” she says. “And that’s what excites me.”