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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

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.

The future 100: Trends and change to watch in 2017

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

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.

Using Greimas' semiotics in ethnic consumer research

With a rapidly growing number of consumers experiencing migration around the world, the need for new research methodologies to understand ethnic consumption becomes more pressing for managers operating in global markets.

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