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Article

Unilever, the fast moving consumer goods manufacturer, is preparing for a near future in which data-driven marketing at scale becomes a true possibility.

Opinion

Anthony Fletcher, CEO of healthy snack brand graze, outlines the key considerations for entrepreneurs and companies looking to get started on DTC.

Article

Explores how in the absence of big advertising budgets and traditional retail support, DTC brands can still apply traditional marketing principles to build long term brand equity.

News

The male cosmetics market in Asia has yet to take off in the manner frequently predicted, but manufacturers are gearing up for another go, this time focusing on making products more accessible.

Article

Explains how Direct-to-Consumer (DTC) brands place customer relationships at the heart of their business strategies and often position themselves as challengers who seek to disrupt their category by providing a unique online offering with high levels of innovation.

Article

This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.

Article

Gillette, the male grooming brand owned by Procter & Gamble, is adapting its marketing to reflect new social realities.

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

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.

Opinion

Brands are engaging with the concerns and sensitivities of young people and their enhanced ability to countenance their vulnerabilities.

Research Paper

Insight innovation hub, TFTK, implemented its innovation diffusion model to help businesses spot long-lasting cultural trends and innovation opportunities in the UK.

Case Study

Safety razor brand Gillette Guard Razor drove sales in under-performing states in India through an educational approach.

Case Study

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

Article

This Company Profile from Euromonitor provides key details and analysis of L'Oréal, the owner of brands such as Garnier, Body Shop and Lancome.

Case Study

X-Men for Boss, a premium, male-grooming brand, grew its category presence through branded communications optimised for mobile.

News

Harry’s Grooming, the US-based DTC shaving brand, has made inroads into the UK market by addressing issues around British masculinity in the 21st century.

Article

Harry’s Grooming is one of a new breed of DTC brands that have disrupted the men’s grooming category in the US, but its expansion into the UK required a different marketing approach.

Case Study

Harry’s, the subscription shaving brand, reached a broad audience of men in the US and the UK to connect their brand with progressive ideas of masculinity.

Case Study

L'Oréal Paris, a beauty brand, increased its UK range of foundations to 23 shades to promote a more diverse and inclusive approach to beauty.

Case Study

Philips, a multinational technology company, launched a campaign featuring two Argentinian footballers to maintain its market share among men in Argentina.

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.

Article

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

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.

Case Study

Gillette, a razor brand, retained its market share and increased consumer loyalty by creating an influencer and social campaign in Kenya.