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Key reading

Crafting brands

How Unilever builds brands

This event report outlines Unilever's brand-building strategy, with a particular emphasis on how it has been applied to engaging male shoppers. The FMCG has group formalized its approach to brand-building with the "Crafting Brands For Life" model, which was then used in campaigns for Unilever brands including Axe and Dove.
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Cosmetics and toiletries adspend

Warc data on the toiletries category, which accounts for over $21.9bn in adspend globally each year.

How men shop for personal grooming products

A summary of GFK research finding that men are becoming increasingly engaged with the category.

Lessons in advertising from the largely ignored

Jeremy Bullmore argues that perfume ads tend to be "formulaic and uncreative" – and how to fix them.

Toiletries & Cosmetics company profiles

Euromonitor data and analysis on the sector's major companies.

Latest case studies

Clinique: Smart Beauty

This case study shows how Clinique, a global premium skincare brand, launched two new products into the Australian market, cementing the brand as a leading skincare innovator.

Gillette Body

This case shows that Gillette, Europe's biggest shaving brand, made body shaving, and thus buying a specific body razor, feel socially acceptable.

Axe Spaceboys: Turning a deodorant can into an experience brand

This case study explains how AXE used a partnership with the Space Expedition Corporation and an online video and experiential campaign to launch a successful competition and boost sales.

Olay: Stepchanging digital to drive purchase intent with search and consumer ratings & reviews

This case study shows how Olay, the skin care brand, included digital search and content generation into its previously traditional media campaigns, to grow brand awareness and purchase intent in Thailand.

Latest articles

Using Greimas' semiotics in ethnic consumer research

With a rapidly growing number of consumers experiencing migration around the world, the need for new research methodologies to understand ethnic consumption becomes more pressing for managers operating in global markets.

New conjoint approaches to scaling brand equity and optimising share of preference prediction

Ratings-based conjoint analysis suffers two problems: the distortion raised by consumer perceptions of brand equity, and the lack of efficiency of probabilistic models for estimating preference shares.

Adstats: Cosmetics and toiletries adspend

This article explores adspend on cosmetics and toiletries, a category which accounted for $21.9bn globally in 2014, amounting to 6.8% of all adspend.

Johnson & Johnson Inc (Toiletries and cosmetics)

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.

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