Toiletries and cosmetics: Deodorants, anti-perspiran...

 

Old Spice has been a formidable presence in male grooming for over 70 years. But Axe’s invasion in 2002 dramatically changed the landscape. With its promise of sexual conquest, Axe became the cool kid ...

This Company Profile from Euromonitor provides key details and analysis of Procter & Gamble Co. Included is a strategic evaluation with key company facts, competitive positioning against comparative b

This Company Profile from Euromonitor provides key details and analysis of Unilever. Included is a strategic evaluation with key company facts, competitive positioning against comparative brands, and

Teenage guys account for a big proportion of Lynx's sales, and the company has typically appealed to this audience through the promise of helping them in the mating game. The rise of social networks,

In 2007, Axe successfully launched in Japan. But while the brand recruited lots of users, post-launch research showed that guys in Japan only sprayed it a few times a week - about half as often as use

Dove was already an established deodorant brand in Europe when it launched its current campaign in 2003. The problem was to grow the category at a time when penetration was levelling off. The aim wa ...

This paper discusses a campaign for Unilever's Axe/Lynx deodorant, which was specifically designed to spread word of mouth, and not just to use WOM as a small element of a bigger piece of activity. Th ...

Rexona/Sure, Unilever's deodorant brand, had fallen to third place in the Dutch market and wanted to recruit younger customers. A campaign created by Lowe aimed to launch the “Rexona Girl” product lin

This paper describes how planning created a new way of developing communications for the launch of Axe Click by getting involved in the NPD process from the very start. It shows how hardwiring consume ...

The European deodorant market was becoming increasingly crowded, and Dove was seeking to differentiate its own brand by associating itself with positive skincare credentials, based on its unique offer ...

This paper describes how Rexona (a Unilever brand) had lost its way in France, and how research created a new category language to show the way back to growth. A fusion of different approaches was use ...

In 2004, Dove was facing a number of challenges in the hair care, deodorant and personal wash categories. In response, it launched the Campaign for Real Beauty, with Canada a key part of the global te ...

The Gillette Company enjoyed a position of dominance in men's toiletries, a broad category that included not only deodorants and antiperspirants but also such items as pre- and aftershave produ ...

Gary Grossman, president of Innovation and Development Inc., discusses product and packaging innovation in the context of the US deodorant market and the development of Gillette Clear Gel. He describe ...

Beiersdorf exceeded their objectives with the launch of NIVEA Deodorant “Pure” in 2005, following an effective campaign that clearly communicated a category benefit in a new and NIVEA-relevant way. “P ...

By 2004, Lynx in Australia had a strong and loyal following and enjoyed a strong premium in its category. By a number of commercial measures over the last 10 years, Lynx had been a runaway success. Ho ...

This campaign for Lynx deodorant sought to lift the brand above the teenage market and make it relevant to older men (aged 18-24). The approach recognises that by this age, girls and boys have become ...

Describes multimedia (or media neutral) planning for a launch campaign for a new fragrance, Lynx Pulse. Developed around a `dance' theme: create an ad about spontaneous dance, set it to music, launch ...

Lynx’s success is driven by penetration – particularly among 17–34-year-olds. More 15–24-year-olds use Lynx (75%) than surf the internet (63%), own a Playstation (46%) or even drink Coke (65%). The pr ...

1994-1999 American campaign for Degree antiperspirant/deodorant, originally launched in US in 1990. In 1994 Degree was 7th brand out of 25 with a 5.4% brand share, but awareness and trial were low, an ...

The challenge for Lynx was to retain the spirit of the brand that has made it so successful, but to find fresh and interesting ways of expressing that spirit. The campaign resulted in a phenomenal cu ...

Campaign in 1998-9 by Bartle Bogle Hegarty for Lynx male youth toiletry. Revitalising the brand leader for changing market. Media: TV, press (tabloid newspapers), Internet. Brand grew 7% in 1998, achi ...

Mitchum is a deodorant for 'problem perspiration'. This paper describes the development of its new advertising campaign that breaks all of the unwritten rules of deodorant advertising. It dwells on th ...

Relaunching Soft and Gentle deodorant to a young target audience became necessary in 1984, owing to a lack in efficacy and its unexciting image. Long-term advertising to create brand loyalty was chose ...