Developed as a Front-End Innovation concept, Tide Elevate repositions the Tide brand for a younger, image-conscious audience by merging functionality with fashion and fragrance. Targeted toward Millennials who express identity through scent and lifestyle, Elevate leverages P&G’s fragrance assets and explores co-branded opportunities with luxury names like Dolce & Gabbana. The result is a design-forward detergent concept that disrupts expectations and opens up new shelf space beyond traditional home care categories.