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 ...

For the past 20 years, anti-ageing has been the largest and fastest-growing segment of the beauty market, largely based on the premise of tying youth to beauty. Dove, however, sought to break category ...

In recent years, anti-cellulite products have become the market driver for the whole body care segment, with L'Oréal acting as the innovative European pacemaker, and Dove also taking an increasingly p ...

NIVEA's Q10 had proved to be a high successful anti-ageing product, but as its competitors diversified their portfolios, it became clear that the company required a new brand to boost its relative pos ...

Following the introduction of a number of self-tanning products in the female consumer mass market, NIVEA sought to take on the challenge of launching a facial tanning moisturiser in the male face car ...

Reversa, a product designed to reverse the effects of skin's photo-aging, had mainly been promoted to cosmeticians and dermatologists. The brand was dwarfed by its competitors, though the women who kn ...

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 launch of Nivea DNAge was to be the biggest of any anti-aging product in Austria in 2006. The challenge for DNAage was to differentiate itself from other skin care products based on its proven dir ...

In July 1998 Chesebrough-Pond's, a division of Unilever United States, introduced a new item—Soothing Cucumber Eye Treatments—to its Pond's line of facial care products. ...

In 1990 the Warner-Lambert Company began an advertising campaign that starred eye-catching alligators to illustrate the beneficial properties of its product, Lubriderm Hand and Body Lotion. The campai ...

This campaign moved Beiersdorf's NIVEA Lip Care brand from third place to number one in just six months. The impetus for the brand was based on new consumer insights, which could be translated into a ...

As a brand that stands primarily for natural beauty, NIVEA faced a challenge to penetrate the artificial beauty oriented self-tan market whose leader, L'Oreal, had been successfully settled in this ma ...

It used to be that women felt the need to cover up their skin. But times have changed. From fashion runways to office buildings, women are showing everything from elbows and ankles to shoulders to mid ...

The entrance of new brands to the teen skin care market constituted a threat to Clean & Clear, challenging the brand to retain market leadership and relevance to teens despite the allure of the new en ...

The cosmetics and toiletries market is highly segmented and extremely competitive. Product lifecycles are very short and brands must be innovative to further push and defend their market position. The ...

In April 2001 Procter & Gamble launched Total Effects, a sub-brand of Olay and its first premium ingredient, anti-age skincare product. It was third to market in a category which had undergone a signi ...

A teenage medicated skin-care product, relaunched 1992, supported 1993-6 by US advertising campaign (TV and press), translated for UK use. By 1996, brand was threatened by new competition and showing ...

In 1996, Procter & Gamble came to Euro RSCG with a challenge - to build a relationship between Clearasil and teenagers by talking to them about spots. Through a thorough understanding of teenage girls ...

E45 cream is used in the treatment of dry skin conditions such as eczema and psoriasis but many consumers were using it for toiletry purposes such as general moisturising. An extension of the brand - ...

The advertising challenge was to combine the emotional force of getting a suntan and resulting feelings of well-being, with the rational force of protecting oneself against the sun’s potentially dama ...

The US skincare manufacturer Neutrogena hired Chiat Day in 1989 and its new management team charged the agency with revitalising the brand . 'Neutrogena. Discover your natural best' was run as ads in ...

First prize in small budget section. Two-year campaign (1988-9) to relaunch Uvistat suncare. Very competitive market, with lack of differentiation, and other brands occupying the `fashion' aspect more ...

In 1982 Elida Gibbs launched its new spot-acne-treatment Tri-ac. Over a six month-test market, it achieved a 17.2% share. Advertising played a crucial part in the paunch, and it worked in a way that w ...