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Toiletries & cosmetics

Toiletries & cosmetics is a major advertising sector, covering categories such as femcare, skincare, haircare and other toiletries. One key trend in the industry is the emergence of digital-based challenger brands – for example, subscription services that allow manufacturers to sell direct to consumers. Another trend has been the rise of men’s grooming products.

Key Reading

Important papers from across the Warc database

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.
How beauty brands are driving growth by segmenting offerings on the basis of ethnic and cultural needs.
Findings from a global beauty survey show how changing habits provide opportunities for growth.
A summary of GFK research finding that men are becoming increasingly engaged with the category.

Case Study

This case study explains how hygiene brand Lifebuoy increased sales in the Middle East by inventing a branded attachment that killed germs on shopping trolley handles.

Case Study

This case study explains how Lifebuoy, the soap brand, extended its 'Help a Child Reach 5' initiative to more countries with the help of donors by releasing an emotional film online.

Case Study

This case study shows how Gillette, a shaving razors brand, reversed declining brand affinity trends with 'how-to' tutorial experience videos in the US.

Case Study

This case study shows how Johnson & Johnson (J&J), a medical and pharmaceutical goods brand, launched a referral strategy to increase its talent acquisition globally.

Case Study

This case study shows how Always, a feminine hygiene products brand, increased brand awareness globally by using emojis to tackle society's prejudices towards young girls.

Case Study

This case study explains how Pantene, the hair care brand, increased sales in the US by promoting father-daughter time in a series of online videos and ads.
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This event report looks at how beauty subscription box Birchbox is driving growth in the UK.


This Company Profile from Euromonitor provides key details and analysis of Unilever, the owner of brands such as Dove, Sunsilk, Axe and Pond's.


This report provides an overview of the global beauty and personal care industry, including the performance of categories, key trends driving the market and opportunities for growth.


This article explains how beauty brands can overcome biases about their category and use bold online strategies that resonate with consumers.


This Company Profile from Euromonitor provides key details and analysis of Coty Inc, owner of brands such as Rimmel and Marc Jacobs.


This Company Profile from Euromonitor provides key details and analysis of L'Oréal, the owner of brands such as Garnier, Body Shop and Lancome.
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  1. Article

    This paper outlines the findings from Euromonitor International's Beauty survey, which drew from 1000 online consumers in 20 markets and concludes that the diversity of global beauty routines creates expansion opportunities.

  2. Article

    This annual report by J Walter Thompson Intelligence investigates the trends and emerging consumer behaviours set to shape marketing globally in 2017.

  3. Article

    This case study shows how Dove, a personal care brand, successfully translated a brand purpose campaign in the US into a sales increase.
  4. Article

    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'.

  5. Article

    This trend report examines the major trends set to shape the global advertising landscape in 2016, covering technology, brand and marketing, food and drink, culture, travel, beauty, retail, health, lifestyle and luxury.

  6. Article

    This case study demonstrates how Always, the feminine hygiene brand, changed a negative stereotype about what it is to be a girl, in turn growing purchase intent.

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