Subject Index
 

Mainstream brands can find it difficult to move beyond the conventions of their category while retaining a strong connection with consumers. Research conducted by Unilever's Dove beauty brand showed t ...

In the two years prior to the launch of Masterpiece Mascara in November 2005, Max Factor was in a serious decline. There was a lot riding on Masterpiece - which employed an innovative and patented 'ru ...

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 ...

This paper argues that the tools for assessing business risk are inadequate, yet some form of assessment of the probable return on capital is necessary. Describes `Marketing Due Diligence', a tool dev ...

The success rate for new products and services is still far too low (below 5% in the UK). A major reason is business friction between departments. This is illustrated by T-Mobile's failure to deliver ...

This paper highlights the way a more strategic approach to marketing intelligence can dramatically improve ability to predict the future. The professional marketing intelligence team - both the client ...

Argues that marketers should take the fast-growing Asian American market seriously. Nine points of guidance are proposed for those wishing to market to this sector.

Dove re-launched its ´Firming´ range in 2004 using advertising that broke the category norm to increase its volume share by 80%. Other brands promoted a definition of beauty that is about flawless, un ...

This paper describes Ogilvy's campaign for Dove Firming, which challenged the ideal 'thin and slinky' stereotype imposed by fashion models. Beauty advertising had become discouraging to women, who cou ...

This case study describes how Garnier, one of the largest health and beauty brands and spender of £40 million a year on advertising, tested a relatively small-budget relationship marketing programme o ...

The objectives of this campaign were to double the size of Max Factors franchise in the launch year, to sustain a lipstick property that can be sustained long term and use the Lipfinity initiative to ...

Rimmel has established itself through the 1960s and 70s as the nation’s favourite make-up. It was the first brand women bought and had been successfully positioned as ‘beauty on a budget’. Its success ...

The case study describes the marketing challenge as being to overtake the US leader in the field – Cover Girl. The campaign objectives were defined as attracting more 18 to 24s, in what the industry ...

The paper covers an evaluation of Rimmel Cosmetics' brand position in the market in 1983 and compares it with that in 1985. It proves the ability of advertising to help increase sales and profitabilit ...

Analyses the history of Boots's No.7 cosmetics and the highly competitive market from 1982-85 before its relaunch in 1986 and shows how a long-term advertising plan has built and sustained the brand. ...