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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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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.

Lessons in advertising from the largely ignored

Jeremy Bullmore argues that perfume ads tend to be "formulaic and uncreative" – and how to fix them.

Toiletries & Cosmetics company profiles

Euromonitor data and analysis on the sector's major companies.


Latest case studies

Old Spice gentleman hunt

This case study describes how a campaign that combined online content with local knowledge helped Old Spice, the male grooming brand, tap into the confusion over masculinity and reconnect with its target audience.

Decoding Impulse: How an innovative approach to in-store research revolutionised Revlon's understanding of cosmetics shoppers

This case study describes how Revlon, the cosmetics company, used an innovative approach to revolutionise its understanding of the UK cosmetics shopper.

Juvederm: Allergan Normalise and Activate

This case study describes how Juvéderm, a cosmetic facial filler brand, used a segmentation strategy and digital display partnerships to make the most of the opportunities presented by digital channels.

Lynx-Unilever: Black Space

This case study demonstrates how Lynx, the deodorant brand, overcame its immature image among UK men in their early 20s to promote its Lynx Black variant.

Latest articles

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.

The changing face of the beauty customer

This article argues that brands need to innovate in their product offering and marketing to match the growing trend for consumers to trial and review beauty products via digital devices and social media.

Future 100: Trends and change to watch in 2016

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.

Want to find out more? Contact us

Monique Dolbin

Americas

Monique Dolbin
+1 202 778 0680
americas@warc.com

Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200
asiapacific@warc.com