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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

Sensodyne: Say #NoToSensitivity

This case study describes how Sensodyne, the toothpaste manufacturer, used an engaging social campaign to spread its message through the Arabian world.

TIGI: Xmas 2014

This case study describes a Christmas campaign by Tigi, the Unilever-owned hair product brand, that increased sales eight-fold, and saw a 12% decrease in production costs globally.

Soft & Gentle fresh relevance

This case study demonstrates the redesign and rebranding techniques of Soft & Gentle, the UK's original non-sting deodorant, that rescued dwindling sales, and ensured greater visibility and awareness.

Dove Hair: 'Love your curls'

This case study describes how Dove Hair created the #Love Your Curls campaign to inspire American women to feel more positive about curly hair and generate buzz around the Dove Hair business.

Latest articles

Warc 100: The world's best FMCG campaigns and companies 2016

This short report summarises the results for the FMCG category from the 2016 Warc 100, which ranks the world's best advertising campaigns based on performance in effectiveness and strategy competitions.

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.

Comparing approaches to elicit brand attributes both face-to-face and online

Brand attributes play an important role in tracking customer-based brand equity.

Multicultural Beauty: benefiting from diversity

This report examines how brands are segmenting offerings on the basis of ethnic and cultural needs, and asks what are the challenges, and do regional players with an understanding of local market dynamics have an advantage over multinationals.

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Monique Dolbin


Monique Dolbin
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Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
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