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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

Dove Men+Care: Men find out they're pregnant

This case study examines how Dove, a personal care brand, drove awareness of Dove Men+Care and its vision of a nurturing masculinity through video in the UK.

Tommee Tippee: A parenting site that doesn't tell you how to raise your kids

This case study details how Tommee Tippee, an infant products brand, re-designed its global website to not oversell to or patronise parents.

Lynx - Unilever & CALM: A dog on a skateboard is bigger than suicide

This case study details how Lynx, a brand of male grooming products, and CALM, a male suicide prevention charity, collaborated to raise awareness of male suicide in the United Kingdom.

Dove: Dear Media

This case study describes how Unilever, a consumer goods company, drove engagement for its Dove personal care brand by attacking sexism in the media.

Latest articles

Diaper marketplace: Global demand - local strategies

This paper explores the state of the global diaper marketplace, a $42.9 billion market with significant opportunities in the developing world.

How marketers can use canonical segmentation to improve effectiveness

This article examines how a new kind of analysis can take segmentation one step further by relating two or more sets of variables, providing a far more refined analysis.

Procter & Gamble Co (Household & domestic - Tissue and hygiene)

This Company Profile from Euromonitor provides key details and analysis of Procter & Gamble Co, the owner of brands such as Fairy and Febreeze.

Project Pandora: Oral hygiene and toothpaste consumption in emerging markets

This paper sets out a research project for Unilever, the FMCG manufacturer, to deliver an understanding of how toothpaste is consumed amongst lower-income groups in Nigeria, Ethiopia, India and the Philippines.

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Monique Dolbin


Monique Dolbin
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Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
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