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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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Multicultural Beauty: benefiting from diversity

How beauty brands are driving growth by segmenting offerings on the basis of ethnic and cultural needs.

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.

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.

Josh Wood Guardian of Colour brand creation

This case study shows how Marks & Spencer, the UK retailer, collaborated with acclaimed stylist Josh underwood on an exclusive range of hair products aimed at women with treated hair.

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

Global luxury goods trends report

This report discusses the future of the global luxury goods industry, including changes in key markets, the impact of luxury wearables and how brands are looking for more meaningful 'luxury experiences'.

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.

Beautycounter builds its brand on advocacy

This event report details how Beautycounter has built a brand by manufacturing safer beauty products, educating consumers about potentially dangerous product ingredients and making its case to politicians.

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Monique Dolbin


Monique Dolbin
+1 202 778 0680

Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200