Toiletries & Cosmetics

Information and insights on the toiletries and cosmetics sector



Sarah Shearman, Event Reports, Brand New World, February 2014
This event report discusses how Goldman Sachs is using social media. Initially, the bank saw little value in a channel that seemingly served of its few core business purposes.

Steve Barton, Warc Prize for Social Strategy, Entrant, 2014
This case study describes how COLLECTION, a UK cosmetics brand, created a new line of cosmetics with a British girl band, Little Mix, in order to attract younger people to the brand. The target group for this campaign was girls aged 7-16, which had a strong overlap with the band's following, many of whom followed them through social media.

Ashish William and Win Huang, Warc Prize for Social Strategy, Entrant, 2014
This case study describes Procter and Gamble's, the multinational consumer goods company, sponsorship of the 2012 London Olympic Games which took a different approach to others by focussing on the relationship between athletes and their mothers. Consumer research suggests that in Asia, and China in particular, children do not have to spend a lot in order to please their moms, and yet a great number of consumers had expressed their guilt over not appreciating their moms enough.

Jake Setlak and Kristin Hayward, Warc Prize for Social Strategy, Entrant, 2014
This case study explains how Secret, a deodorant brand owned by Procter & Gamble, created a social campaign to reduce bullying in US schools. The 'mean stinks' campaign used content and social media to explain the difference between normal 'teenage drama' and mean spirited bullying.

Saa Garibaldi and Megan Cook, Warc Prize for Social Strategy, Entrant, 2014
This case study shows how Gillette, the personal care brand, launched 'How Does He Shave?' in the US, a social strategy to coincide with the release of a Superman movie. This took the form of sparking a pop-culture debate in which celebrity 'super-geeks' engaged fans with their own Superman shaving theories.

Mike Phillips, Warc Prize for Social Strategy, Entrant, 2014
This case study explains how Lynx, the UK deodorant brand owned by Unilever, optimised its content strategy on social media, targeted at young males, through analysis of performance so far. The brand had a large and highly engaged social media base and maintained its 'cool' credentials with a content strategy.

Rachel Weiss, Warc Prize for Social Strategy, Entrant, 2014
This case study describes a campaign by L'Oreal, the personal care and cosmetics company, which sought to empower women working in US technology and digital roles, and address under-representation of women in this field. An advisory board formed of women in this industry was built in order to lead the advocacy program.

Prasanna Kumar, Warc Prize for Social Strategy, Entrant, 2014
This case study shows how Pantene introduced its newest product, Cora, into China's highly competitive hair care category, targeting young users through social media and mobile. A popular Chinese microblogging website (also accessible on mobile) was used to promote films featuring a celebrity, with 'nature' themes to match the brand message.

Allen Eric, Yousuf Rangoonwala and Aditya Save, Warc Prize for Social Strategy, Entrant, 2014
This case study explains a campaign aimed at Indian women by Parachute Advansed Ayurvedic Hair Oil, a hair care brand owned by Marico, which encouraged social recommendation. Research had found that women are cynical about claims made by hair fall prevention products such as this, and valued recommendation by friends or family.

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