Some kids dream of fighting crime or exploring far away galaxies when they grow up, but Bill Lunderman, VP of Global Strategic Brand Design at Colgate-Palmolive, knew from an early age that he would one day work in design.
That love of design and problem solving lead him to attend Southern Illinois University, where he studied under the renowned designer and strategist Buckminster Fuller. Lunderman cites Fuller, who applied design to solving global issues like housing, education, and poverty, as an early and lasting influence on his career and philosophy.
“Bucky had a unique approach to design and to looking at the world as a whole,” he says.
“I’m a product of that school of thought.”
Upon graduation, Lunderman took a job in a studio environment, but soon became disillusioned with the impractical nature of the work. As luck would have it, he met his soon to be wife and the pair moved to the Middle East, where they spent three years.
The experience opened Lunderman’s eyes to the global nature of design as well as the importance of experiencing and understanding world cultures. This would prove to serve him well later in his career, providing him with a unique perspective that would not only set him apart but also influence his work.
Breaking down barriers
Upon returning to the US in the mid-1970s, Lunderman set out to find work and soon landed at Revlon. The company was preparing to launch the legendary fragrance, Charlie. Positioned to appeal to the “new working woman” of the era, the brand was looking for someone who could understand the fragrance’s target audience and communicate its value proposition.
Lunderman’s life experience overseas and his time under Fuller’s tutelage made him the perfect candidate for the job. Among many firsts, Charlie was the first cosmetics brand to feature an African American woman in its advertising as well as the first to feature models wearing pant suits. Lunderman stayed at Revlon for 18 years.