or call us: +1 202 778 0680
Content & Partners
What Our Clients Say
Warc in the News
Write for Warc
Terms & Conditions
Request a Trial
Magazines & Journals
Books & Reports
Do I Subscribe?
ALL OF WARC
Pinpoint the case evidence you need – search by industry, objective, media and more.
Case summaries showcasing leading brands achieving key marketing objectives.
Creative TV and video executions from the most innovative and market-leading brands.
Browse campaigns from the world's leading advertising and marketing effectiveness awards.
The latest from our annual case study competitions.
Rankings of the world's most effective agencies, advertisers and brands.
The latest on 80+ key topics
Media & Channels
Latest industry-focused insights
Apparel & Accessories
Government & Non-profit
Household & Domestic
Media & Entertainment
Pharmaceutical & Health
Toiletries & Cosmetics
Travel & Tourism
Marketing advice and assistance
In-depth analysis of 200 global brand owners
Key Warc papers on marketing best practice
Quick one-stop overviews of major marketing themes
Browse all Warc papers and case studies by subject
Latest reports from Warc and trusted partners offering unique insights into current trends.
The driving forces behind consumer behaviour.
New developments for industries and sectors.
Strategic insight for the marketing of brands.
Media & Tech
Latest innovations in media and technology.
Insight and intelligence for countries and regions.
Daily coverage of key developments for marketers worldwide.
The Warc Blog
Insights, opinions and fresh new thinking from our team of bloggers around the world.
Advertising expenditure by medium in 80 markets, plus forecasts and media costs for key countries.
Key briefings from major conferences and events in the US, Europe and Asia Pacific.
Plan your schedule of must-attend events with our global calendar of conferences.
Review your contact details and public profile.
Choose and review which topics to follow.
Choose and review which brands to follow.
Your Email Updates
Select and manage the emails you receive.
Contact your dedicated Client Services Manager.
Put our research team at your service.
REFINE YOUR RESULTS BY:
Enter a search term:
Toiletries and cosmetics
Pharmaceutical and healthcare
Media and publishing
Household and domestic
Procter & Gamble
Effies (North America)
Warc Prize for Asian Strategy
Cannes Creative Lions
Euro Effies (pan-European)
Date: newest first
Date: oldest first
AS Watson: The Secret Code of Youth Inside Watson's China
James Tin Hang Yip, Warc Prize for Asian Strategy, Entrant, 2013
This case study explains how Procter and Gamble (P&G), the FMCG company, revived its personal care and beauty products retail sales in China by working with AS Watson, the retailer.
This case study explains how Procter and Gamble (P&G), the FMCG company, revived its personal care and beauty products retail sales in China by working with AS Watson, the retailer. P&G had found their store-based sales squeezed by strong competition and the increase in popularity of internet retailing in China. Research allowed the company to understand their target AS Watson customer segments and to develop appropriate in-store advertising. The campaign resulted in an increase in retail value share.
Lifebuoy: Help a child reach five
Varsha Chawda, Jane Dorsett and John Gamvros , Warc Prize for Asian Strategy, Silver, 2013
This case study describes a campaign by Lifebuoy, the hygiene and cleansing brand, that aimed to decrease deaths in children under five globally.
This case study describes a campaign by Lifebuoy, the hygiene and cleansing brand, that aimed to decrease deaths in children under five globally. Diarrhoea is the second leading cause of such deaths, but this tragedy can be easily prevented by the simple act of washing hands with soap. The campaign idea was to adopt the village of Thesgora, which had the highest number of diarrhoeal child deaths in India, and tell the story of its children through compelling content, with the hand-washing message as a binding thread. The resulting global campaign, the 'Help a Child Reach Five' movement, empowered millions of people worldwide to help every child reach the age of five by pledging their support. Eschewing shock tactics and relying on a human-focused positive story designed to generate response resulted in six million views and 16 million pledges within the first two months.
Axe: MTV VJ Jose kidnapped for Axe Shower Gel launch in India
Priya Chanda, Warc Prize for Innovation, Entrant, 2013
Axe, the leading deodorant brand owned by Unilever, the household goods group, had been sold in India for more than a decade, and wanted to extend its Indian portfolio by launching Axe Shower Gel.
Axe, the leading deodorant brand owned by Unilever, the household goods group, had been sold in India for more than a decade, and wanted to extend its Indian portfolio by launching Axe Shower Gel. Typically, brands in the Indian toilet soaps and liquids category spent up to 80% of their media budgets on television spots. In 2012, however, Axe used a series of 10 short films and a variety of digital media to tell the tongue in cheek story of a high profile kidnap in which the kidnappers demanded the launch of the shower gel. The storyline of the kidnap also featured episodes in which characters demonstrated the product – since shower gels were relatively new to many Indian men. This case study cites, among other pieces of evidence of its success, an above target market share achieved by the brand following this campaign.
Lifebuoy: Saving lives with soap
Saji Abraham and Pooja Rawat, Warc Prize for Innovation, Longlisted, 2013
The hygiene and cleansing brand, Lifebuoy, wanted to address the problem of two diseases afflicting the world's poorest children, namely pneumonia and diarrhoea, which together account for an estimated 2.1 million child deaths every year.
The hygiene and cleansing brand, Lifebuoy, wanted to address the problem of two diseases afflicting the world's poorest children, namely pneumonia and diarrhoea, which together account for an estimated 2.1 million child deaths every year. The brand's marketers believed that a practice, which could save over 600,000 lives per year, was readily available to every household - hand-washing with soap. The brand's aim was thus two-fold: create awareness about the importance of hand washing with soap and ensure that people adopted this simple act as a habit. This case study outlines how Lifebuoy's approach used a 'pledge' as an expression of commitment. It describes how the Global Hand washing Day Campaign (GHD) ensured participation by encouraging people to 'Pledge to save a life'. Category sales showed significant uplifts post-campaign, with a disproportionate increase in Lifebuoy sales.
Lysol / Dettol No-Touch Hand Wash
Design Business Association, Gold, Design Effectiveness Awards 2013
Responding to consumer trends in home hygiene, Reckitt Benckiser, the consumer product company, identified an opportunity to extend its Lysol and Dettol cleaning brands into the personal care category globally by producing a no-touch handwash dispenser for kitchen and bathroom use.
Responding to consumer trends in home hygiene, Reckitt Benckiser, the consumer product company, identified an opportunity to extend its Lysol and Dettol cleaning brands into the personal care category globally by producing a no-touch handwash dispenser for kitchen and bathroom use. The new product is a compact, battery-powered dispensing device which delivers a measured dose of liquid soap when the user places a hand under the nozzle. The handwash gel plugs into the device and remains visible to communicate the product type and so that the user can see when it is nearing empty. In the two full years since launch, No Touch has added £83m to Reckitt Benckiser's sales and has doubled its global market share in the handwash category. Lysol in particular has received an improvement in the brand perception for Lysol in the US. Reckitt Benckiser has also since leveraged the platform technology for use with other portfolio brands and categories.
Dove: Winning in China
Tim Broadbent, Anthony Wong and Geoffrey Ogay, Institute of Practitioners in Advertising, Gold, IPA Effectiveness Awards, 2012
This case describes how Unilever's Dove shower gel went from a small, declining player in the large Chinese market to brand leader.
This case describes how Unilever's Dove shower gel went from a small, declining player in the large Chinese market to brand leader. Through the proposition that it nourished skin better than bathing in milk, a communications campaign repositioned the brand to reach women who wanted 'healthy, wholesome protection' for their skin. The campaign propelled market share from 2.1% to 8.8% in 16 months, delivering incremental sales of £25.5m and a return on marketing investment of 1:1.5.
Dove Men+Care: Real Man Challenge
Direct Marketing Association - US, Silver, ECHO Awards, 2012
This campaign promoted Dove Men+Care, a range of male personal care products, in Canada. Prior to the campaign's launch, Dove products were seen by some as "feminine".
This campaign promoted Dove Men+Care, a range of male personal care products, in Canada. Prior to the campaign's launch, Dove products were seen by some as "feminine". To change this perception, the campaign focused on a key passion of many Canadian men: ice hockey. Two ex-NHL athletes were signed up as brand ambassadors; media used included social media, digital display, TVCs and live activation events in ice hockey stadia. Post-campaign, Dove Men+Care increased its share from 1.2% to 2%, an increase of 72% from a year before.
Lifebuoy: Mother Power
Warc Prize for Asian Strategy, Entrant, 2012
Vietnam experiences a high level of preventable childhood illness, in part because 70% of people do not wash their hands properly and many people feel that such illnesses only happen to other people's children.
Vietnam experiences a high level of preventable childhood illness, in part because 70% of people do not wash their hands properly and many people feel that such illnesses only happen to other people's children. Unilever's Lifebuoy soap wanted to change that via a marketing campaign that targeted urban mothers. Lifebuoy's Facebook 'Like' became a donation button which, with over 500,000 Likes, enabled the brand to mobilise a task force of more than 100 doctors who helped 17,000 children in the worst-affected regions. The campaign also gained support from the Ministry of Health and a national TV station as a national conversation began, resulting in a 20% fall in deaths from diarrhoea and hand, foot and mouth disease.
LYNX: Launching the LYNX effect in China
Philip Man and Simonas Piepalius, Warc Prize for Asian Strategy, Highly Commended, 2012
Lynx, owned by Unilever, is the top-selling male body spray in the world and is sold in over 90 countries.
Lynx, owned by Unilever, is the top-selling male body spray in the world and is sold in over 90 countries. However, it would be a challenge to launch in China as smelling good was not a priority for the target audience of Chinese men aged 20 to 25. It needed to elevate the importance of smelling good and legitimise the use of the fragrance in a country where government censors were strict. The campaign featured controversial celebrity Edison Chen who warned guys about the ‘danger’ of the Lynx effect unlocking their attractiveness to the opposite sex and urged them to use Lynx responsibly. The digitally-led campaign was supplemented by out of home and TV activity. It garnered over 170 million content views online and Lynx became China’s number one brand in male deodorant and shower gel within three months.
Old Spice Body Wash: Response Campaign
Cannes Creative Lions, Shortlisted, Creative Effectiveness Lions, 2012
Following the success of its 'The Man Your Man Could Smell Like' ad, Old Spice wanted to engage with fans of the character on a deeper level while continuing to drive the business.
Following the success of its 'The Man Your Man Could Smell Like' ad, Old Spice wanted to engage with fans of the character on a deeper level while continuing to drive the business. The 'Response' campaign created an interactive experience in which 'The Man Your Man Could Smell Like' personally responded to his fans via Old Spice's YouTube channel. Using proprietary monitoring software, mentions of Old Spice were pulled from social networking sites, questions selected, answers written and sent to a teleprompter. A total of 186 personalised videos were produced in two and a half days. Within a week the content had been viewed more than 52m times as the campaign created an unprecedented amount of buzz and publicity. The orginal campaign grew body wash sales by 60% over the previous year; the Response campaign helped boost the brand to a 125% increase.
YOU ARE IN THE WARC INDEX:
Toiletries and cosmetics
Bath toiletries, soaps
Toiletries and cosmetics
Contraceptives, family planning
Cosmetics, beauty aids
Skin care, sun protection
Toiletries and cosmetics market
, your search results have been restricted to items that contain .
To search for
without automatic phrasing
(this will find items containing all the words in your search term, but not only as a phrase).
If you want to search for other exact phrases, simply put your terms in quotes. There is more about search on the
Our Content & Partners
Terms & Conditions
© 2013 Copyright and Database Rights owned by Warc