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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

WaterWipes: How proving ineffectiveness was hugely effective

This case study describes how Water Wipes, a baby wipe brand, used a simple, stripped back campaign to explain that its products are chemical free and appeal to new mums in the UK and Ireland.

Sensodyne: Solving a real problem

This case study explains how Sensodyne, the toothpaste brand for sensitive teeth, used TV ads featuring dentists to increase sales in France, Italy and the UK in a long-term strategy.

Nice'n Easy: The Greys Are Here

This case study describes how a P&G home hair colour brand, Nice'n Easy, used a Facebook platform to drive brand awareness and sales/share among Australian women.

Coty/Sally Hansen: ManiMatch App

This case study describes how Sally Hansen, a US nail colour and nail care brand, transformed the process of choosing a nail colour into a moment of pleasurable discovery with the help of a mobile app.

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.

How Colgate-Palmolive builds consumer-engagement tools

This event report addresses how Colgate-Palmolive, the fast moving consumer goods group, has transformed its approach to marketing.

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

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

Mixed-Media Modeling May Help Optimize Campaign Recognition and Brand Interest: How to Apply The "Mixture-Amount Modeling" Method to Cross-Platform Effectiveness Measurement

The current study applied a “mixture-amount modeling” statistical approach—used most often in biology, agriculture, and food science—to measure the impact of advertising effort and allocation across different media.

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Monique Dolbin


Monique Dolbin
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Nicola Tillin
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Asia Pacific

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