Yamen Koubaa, Rym Boudali Methamem and Fatitha Fort, International Journal of Market Research, Vol. 57, No. 1, 2015
Marketers are interested in how consumers perceive product cues in order to build an appropriate marketing mix. Country and brand images are some of the cues proven to be of significant impact on consumer behaviour.

Li-Chun Yang and Kuan-Nien Chen, International Journal of Market Research, Vol. 57, No. 1, 2015
While scent is generally considered the more important factor determining consumers’ choice of cosmetics, the first impression gained by a potential purchaser is the sight of the packaging design. The purpose of this study was to investigate the relative roles of sight and smell in consumers’ choice of body lotion, using a combination of sense testing, questionnaire and interview.

Euromonitor Profiles, December 2014
This Company Profile from Euromonitor provides key details and analysis of Johnson & Johnson Inc, the owner of brands such as Listerine, Johnson's Baby and Neutrogena. Included is a strategic evaluation with key facts about the US company, competitive positioning against comparative brands, and assessment of its position in the toiletries market.

Geoffrey Precourt, Event Reports, 4A's Strategy Festival, October 2014

This article shows how Always, Procter & Gamble's feminine hygiene brand, engaged consumers in a new way by changing the conversation surrounding its category.


Geoffrey Precourt, Event Reports, The Market Research Event, October 2014

This event report outlines why Unilever, the FMCG giant, is moving beyond old models of market research to embrace the "I Function".


Samantha Hogan, Jenni Romaniuk and Margaret Faulkner, International Journal of Market Research, Digital First, January 2015
Brand attributes play an important role in tracking customer-based brand equity. Therefore researchers need an effective approach for eliciting attributes.

Euromonitor Profiles, December 2014
This Company Profile from Euromonitor provides key details and analysis of Beiersdorf AG, the owner of brands such as Nivea, La Prairie and Labello. Included is a strategic evaluation with key facts about the German company, competitive positioning against comparative brands, and assessment of its position in the beauty and personal care market.

Euromonitor Profiles, December 2014
This Company Profile from Euromonitor provides key details and analysis of Henkel KGaA, the owner of brands such as Dial, Right Guard and Schwarzkopt. Included is a strategic evaluation with key facts about the German company, competitive positioning against comparative brands, and assessment of its position in the toiletries market.

Guy White and Jeremy Hollow , MRS Awards, Finalist, December 2014

This article explains how Braun, the personal care products company, worked to improve its understanding of how men around the world feel about grooming.

WARC RECOMMENDS


RECOMMENDED CASES

Toiletries & Cosmetics

Warc's pick of the most effective toiletries case studies


RESEARCH PAPER

The Truth About Beauty

McCann on what really matters to beauty consumers


ARTICLE FOCUS

Talking to real women

How Dove changed the rules of the beauty game


COMPANY PROFILES

Toiletries & Cosmetics

Data and analysis on the sector's major companies


CASE STUDY

Axe Excite: Returning To Universal Truths

Cannes Lions Grand Prix winner for the body spray