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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.

Case Study

Deodorant brand Axe used a cybersports sponsorship to connect with young men in Russia and increase market share.

Case Study

Rexona, a deodorant and antiperspirant brand, increased awareness of its Rexona Football Fanatics deodorant in Colombia by launching the heartbeat index, which measured fans' heartbeats as they watched their team play.

Case Study

Rexona, a deodorant brand, built brand perception and kept its market share in a time of economic recession in Argentina.

Case Study

With an inspirational digital campaign in Indonesia, Axe, the Unilever deodorant brand, launched a repositioning drive to change its brand image from one that helps men get the girl, to one that helps men find their own magic.

Case Study

Gillette deodorant used a multimedia approach, biblical texts and a battle of synagogues to appeal to the Orthodox Jewish community in Israel.

Article

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

Case Study

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

Case Study

Deodorant brand Rexona used an online campaign in Hong Kong to grow market share and increase deodorant use among young men.

Case Study

Dove, the personal care brand, launched a campaign to drive emotional engagement and brandy affinity with its women's deodorant range, amid difficulties with value share and penetration in key markets across Europe.

Case Study

Rexona, a deodorant brand, communicated its MotionSense technology to its Latin American audience via digital, leading to 89% of YouTube ads being watched until the end.

Case Study

Rexona, a deodorant and antiperspirant brand, launched a mobile app to help disabled users move around Jakarta by highlighting the most accessible places in their area, which resulted in a positive ROI.

Case Study

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

Article

A global outlook on the beauty and personal care market, including the leading companies and brands, key trends shaping beauty and personal care, and market snapshots.

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

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

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.