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News

LONDON: A smart sweat-tracking T-shirt designed to help the deodorant R&D team at Nivea has had a wider impact across the organisation, including on marketing, according to a Beiersdorf executive.

Case Study

Lynx, a male antiperspirant brand, launched a content-led campaign in the UK to give masculinity a new voice.

Case Study

AXE, a men's products brand, launched the You Got Something campaign in Mauritius to raise awareness of its new AXE You range.

Case Study

Rexona, a deodorant and antiperspirant brand owned by Unilever, measured its audience's attentiveness by creating an interactive video ad.

Case Study

Borotalco, an antiperspirant brand, launched the Stop the Stink Hotline campaign in Austria to increase brand preference and awareness.

Case Study

AXE, a male grooming products brand, launched the Find Your Magic campaign in South Africa to convince male consumers that it was an on-trend brand, whilst educating them on the products' fragrance and functionality.

Article

Explores both and uses lessons from some best-in-class examples to propose an approach to generate more creative uses of data in brand work.

Case Study

AXE, a men's grooming brand, used an earned-centric, social-by-design program to extend its Find Your Magic campaign in the US and improve its brand image by providing men with a recourse to confidently express themselves.

Case Study

Deodorant brand Rexona used a youthful, locally flavoured campaign to raise its profile and grow sales in the Egyptian youth market.

News

LONDON: Traditionally male brands such as Unilever’s Axe deodorant and Arcadia’s Topman retail chain have adopted a modern approach to masculinity in their marketing efforts, in contrast to the toxic masculinity that has damaged both ...

Article

The way brands speak to young men is changing to incorporate a more realistic, more sensitive idea of what it is to be a man, at a time when suicide among young men is at an all-time high.

Gunn Report

Contains the creative for the 'Nicknames' campaign for Axe by the agency Ponce in Argentina.

Case Study

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

Case Study

AXE promoted its new male deodorant AXE Black Night in Russia, by both maintaining its loyal young clientele and expanding its market share to a more mature audience.

Case Study

Lynx, a deodorant brand, created a short video series in the UK to discuss modern masculinity and regain its relevance among young men.

Article

This Company Profile from Euromonitor provides key details and analysis of Natura Cosméticos SA.

Case Study

Deodorant brand Rexona Men grew its market share in Hong Kong by making product consumption a daily necessity.

Case Study

Lynx, the deodorant brand, worked with CALM, the suicide charity, to increase awareness of suicide among men aged 20-45 in the UK, and encourage men to talk about their feelings and seek help.

Case Study

Axe, a male fragrance brand, attracted a new generation of men to its brand with the 'Find Your Magic' campaign, launched in the US.

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.

Case Study

Deodorant brand Rexona in Argentina worked with Google to adapt the search engineÕs existing technology to its needs.

Case Study

Deodorant brand Dove Men teamed up with Spotify in Colombia to create an online engagement.

Case Study

Deodorant brand Dove increased its market share in Argentina with the help of second-party data, mobile technology and personalised ads.

Case Study

This case study details how AXE, a men's fragrance brand, inspired men in Indonesia to embrace individuality through its 'Find Your Magic' campaign, which celebrates the journeys of three Indonesian men.