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Case Study

Deodorant brand Rexona used NBA star Steph Curry and navigation app Waze to drive relevance and boost engagement in the Philippines.

Article

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

Case Study

Male personal care brand Park Avenue took a fresh approach to its advertising to target India's new-age men.

Article

A regional overview of skin care in Asia Pacific, including leading companies and brands, forecast projections and country snapshots.

Case Study

Nivea, a personal care brand, promoted its new product range for men in India by partnering with Flipkart, an Indian e-commerce company, to introduce a pre-order feature in association with football team Real Madrid.

Article

This Company Profile from Euromonitor provides key details and analysis of Beiersdorf AG, the owner of brands such as Nivea, La Prairie and Labello.

Case Study

Nivea Men, the beauty brand, used a football-focussed campaign to increase sales in Mexico.

Case Study

Romano, a men's shampoo brand, increased revenue by challenging the position of men in Vietnamese society in a social media campaign.

Case Study

Romano, a male grooming brand in Vietnam, launched a campaign to engage consumers and raise brand awareness.

Case Study

Nivea, the personal care brand, increased sales and encouraged men to consider their skincare in Malaysia through football.

Case Study

AXE, a deodorant brand, created a hub and video series for young men in Indonesia to help them on their journey of self-discovery via advice and true stories from brand ambassadors.

Case Study

Unilever's deodorant brand Axe Target achieved its marketing goals through innovation on radio combined with the use of mobile.

Article

This article reveals the books that influenced Peter Reid, CEO a MSQ partners.

News

HONG KONG: Males born after 1990 have become almost as important to the growth of cosmetics in China as their female peers, analysts have uncovered.

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.

Case Study

This case study describes how Wild Stone, an Indian deodorant brand, overtook the market leader Axe to become the number 1 brand in the gas-based deodorant category in India by challenging existing preconceptions.

Case Study

This case study shows how Vaseline Men, a grooming brand, highlighted the product's healing capabilities with a digital campaign that focused on Thai men's worst fears.

Article

This article describes best practice for marketing effectively in today's multicultural United States, where roughly 40% of the population is non-white, constituting a big demographic shift; at their core, marketer's problems arise from siloing by profile.

Research Paper

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.

Article

This article describes the best practices and principles to keep in mind when marketing to men, a group changed by recent history; ideas of masculinity and roles in society have changed - marketing must change also.

Gunn Report

Commentaries on the individual ranking tables of the Gunn Report 2016 (introduced by the guest editor, Kate Stanners) spanning: Film, Print / Out Of Home, Digital, All Gunns Blazing, Countries, Advertisers, Production Companies, Directors, Agencies and Agency Networks.

Article

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.

Article

This event report looks at how skincare brand Nivea has successfully adapted its global marketing approach, based on empathy and the use of technology, to guide product development and executions in local markets.

Case Study

This case study explains how Oriental Princess, a Thai cosmetics brand, took a unique approach in a highly competitive and highly censored environment by communicating its limited edition Reflection range via a murder mystery.

Case Study

This case study describes how Garnier Men launched Garnier Men AcnoFight - the first ever anti-acne facewash for Indian men.