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Article

The Marketing Complex argues that the focus on the big idea and the audience is distracting brands from the approach they should be taking.

Article

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

Article

This article looks at portrayals of female beauty in advertising and examines the limitations of the thin ideal.

Article

Offers a category analysis of hair care in the US, including company profiles, market data and key trends and developments.

Article

Word of mouth can serve as a leading indicator for short-term sales, and thus represents a powerful consideration for marketers.

Research Paper

Market research looked into how consumers feel their genders are represented by brands in Latin America, at a time when gender roles are changing and stereotypes are being debated and questioned in society.

Article

Advancing the digital-marketing agenda inside large companies is often a complex task, and thus requires a carefully considered approach.

Article

Innovation – the practice of identifying and implementing new products, services and business models – falls into four broad approaches that can help deliver the transformative growth that so many organisations seek.

Case Study

Make-up brand Maybelline used Facebook, and its audience's obsession with Snapchat selfies, to launch its Dream Velvet foundation in Singapore.

Case Study

Cosmetics brand Maybelline communicated the efficacy of its new foundation to young Singaporean women leveraging the Snapchat filters they use daily.

Case Study

This case study explains how Maybelline, a cosmetics brand, marketed its foundation in Singapore, a small market of consumers who are difficult to engage.

Article

This article offers six best practice ideas to help marketers better target the huge and diverse demographic of women, who today make between 70% and 80% of all purchases worldwide.

Article

This Company Profile from Euromonitor provides key details and analysis of Revlon Inc., the owner of brands such as Almay Included is a strategic evaluation with key facts about the US company, competitive positioning against comparative brands, and assessment of its position in the toiletries market.

Case Study

This case study shows how Maybelline, the cosmetics brand, increased brand awareness and sales in Singapore by tapping into women's love for Snapchat selfies.

Case Study

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

Article

This article examines the development of India's cosmetics industry where brand propositions are evolving from objectification of beauty to the empowerment of women and the promise of health and wellness benefits.

Case Study

This case study explains how Maybelline, the beauty brand, used an entirely digital campaign to launch a new make up product in the US.

Case Study

This case study explains how Lakme, the beauty brand, connected with working women in India by resolving the tension between femininity and masculinity in the workplace.

Case Study

This case study explains how Lakme, a homegrown Indian make-up brand, increased consumption and adopted a premium positioning by empowering women to be themselves.

Research Paper

This paper explains how freely available internet search engine data can be used to understand consumer needs, perceptions of terms and how brands are viewed.

Article

This article discusses some of the challenges for US companies seeking to expand in China. China represents a huge opportunity for western brands as its import market is now worth over $1.9 trillion.

News

NEW YORK: A new algorithmic selection model promises to provide marketers with new insights into matching celebrity endorsers with products and services.

News

BEIJING: The decision of cosmetics manufacturer Revlon to leave the Chinese market has been attributed by a leading industry figure to a failed marketing strategy.

News

NEW YORK: Oreo stands out as an exception among CPG brands which are finding it difficult to engage online audiences, new research has said.

Article

This paper argues that it is not possible for brands to maximise profit and, at the same time, be a force for good.