Geoffrey Precourt, Event Reports, ANA Brand Masters, February 2015

This event report outlines Unilever's brand-building strategy, with a particular emphasis on how it has been applied to engaging male shoppers.


Design Business Association, Silver, Design Effectiveness Awards, 2015

This case study describes how a complete relaunch of oral care brand Aquafresh for Kids achieved impressive sales growth and increasing reach to parents and children.


Design Business Association, Bronze, Design Effectiveness Awards, 2015

This case study describes how Irish Spring, a brand of bar soap and body wash in the US and Canada, dramatically increased sales by redesigning its product to attract the coveted millennial market.


Design Business Association, Silver, Design Effectiveness Awards, 2015

This case study reveals how the launch of Lil-Lets Teens helped Sanitary Protection brand Lil-Lets to attract a new audience and reverse a decline in sales in the UK.


Design Business Association, Bronze, Design Effectiveness Awards, 2015

This case study demonstrates how Natura Siberica, a cosmetics brand for the Russian health and beauty market, successfully challenged western brand domination in the country.


Design Business Association, Gold, Design Effectiveness Awards, 2015

This case study demonstrates how unique design allowed boutique English perfume house Penhaligon's to achieve a sales increase of 23%.


Li-Chun Yang and Kuan-Nien Chen, International Journal of Market Research, Vol. 57, No. 1, 2015
While scent is generally considered the more important factor determining consumers’ choice of cosmetics, the first impression gained by a potential purchaser is the sight of the packaging design. The purpose of this study was to investigate the relative roles of sight and smell in consumers’ choice of body lotion, using a combination of sense testing, questionnaire and interview.

Yamen Koubaa, Rym Boudali Methamem and Fatitha Fort, International Journal of Market Research, Vol. 57, No. 1, 2015
Marketers are interested in how consumers perceive product cues in order to build an appropriate marketing mix. Country and brand images are some of the cues proven to be of significant impact on consumer behaviour.

Samantha Hogan, Jenni Romaniuk and Margaret Faulkner, International Journal of Market Research, Digital First, January 2015
Brand attributes play an important role in tracking customer-based brand equity. Therefore researchers need an effective approach for eliciting attributes.

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