Rachelle Headland, Admap, July/August 2014

This article shows why 'retail-out' marketing strategies which should replace 'shelf back' strategies, given that purchase journeys do not take a predictable shape.


Nicolas Chollet, Walther Oettgen and Benjamin Saulnier, ESOMAR, Digital Dimensions, June 2014

This paper explains how freely available internet search engine data can be used to understand consumer needs, perceptions of terms and how brands are viewed.


Euromonitor Profiles, June 2014
This Company Profile from Euromonitor provides key details and analysis of Shiseido Co Ltd, the owner of brands such as Clé de Peau Beauté. Included is a strategic evaluation with key facts about the Japanese company, competitive positioning against comparative brands, and assessment of its position in the cosmetics market.

Cannes Creative Lions, Winner, Creative Effectiveness Lions, 2014

This brief case study for Dove, the beauty brand, describes a campaign that confronted women about their self-image.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study describes the launch of the Gillette Fusion Gamer, the latest iteration of the shaving brand's long-term campaign to encourage Indian men to shave more frequently.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study describes how U by Kotex, the feminine hygiene brand, built a stronger emotional connection with its consumers by educating American girls about vaginal health.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study describes how Hindustan Unilever promoted its Lifebuoy soap brand to rural Indian consumers by using roti - a type of bread - as its media.


Cannes Creative Lions, Shortlisted, Creative Effectiveness Lions, 2014

This case study describes how AXE, the male grooming brand, launched a Limited Edition variant in Latin America to outperform the deodorant category.


Cannes Creative Lions, Shortlisted, Creative Effectiveness Lions, 2014

This case study describes how Lifebuoy, the soap brand owned by Unilever, created a social video to explain the importance of handwashing in preventing child deaths.

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