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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, a homegrown Indian make-up brand, increased consumption and adopted a premium positioning by empowering women to be themselves.

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.

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.

Research Paper

Through an example in the beer category in China and India, this research paper shows how a people-centred approach, using precise drivers of brand growth, combined with predictive abilities to anticipate market share can deliver strong business outcomes from research.

Case Study

EOS, a small, independent start-up brand, was entering the hyper-competitive US lip balm category which contained more than 200 brands, several backed by multinational companies.

Article

This article presents lessons of how best to approach branding and advertising in Canada, updated for 2013.

Article

This article presents lessons of how best to approach branding and advertising in Canada, updated for 2013.

News

NEW YORK: Brands like Samsung, Duracell and Almay are using insights drawn from Twitter to inform their TV advertising creative, reflecting the heightened integration between these channels.

Research Paper

Australian magazine publisher Pacific Magazines and McNair Ingenuity Research sought to demonstrate that magazine advertising resulted in response actions (e.g.

Research Paper

In the last several years, marketers have started to use “nonidealized” models in advertisements (i.e., “Dove’s Campaign for Real Beauty”).

Article

The US cosmetics market has changed since the 1960s and teenage girls, traditionally CoverGirl's target group, are doing more browsing and comparing of products online than in person.

Article

This article presents lessons of how best to approach branding and advertising in Canada, updated for 2012.

Article

This article presents lessons of how best to approach branding and advertising in Canada, updated for 2012.

Article

This summary highlights emerging technologies and their relevance to marketers. It describes what each technology is for, who will use it, its role in the purchase decision journey, the competitive space, partners, campaign examples and brand opportunities.