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Article

Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.

Article

Global strategies, campaign updates and trends in the hair care category.

Case Study

TENA Men, the Swedish brand of products for men with incontinence, used a design inspired by the automotive industry and the semiotics of performance and control to increase global growth.

Case Study

Cornerstone, the subscription-only male grooming brand, became the largest brand of its category in the UK through a strong and meaningful design.

Case Study

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

News

NEW DELHI: Indian men are spending more time and money on their appearance, prompting FMCG and beauty brands to develop new product ranges for this market.

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.

Case Study

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

Article

Explores how the roles of modern men in society are changing and advises on how marketers should respond to this behavioural change in order to effectively advertise to men, particularly across different cultures.

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.

Article

Kentucky Fried Chicken, the quick-service chain, successfully reinvented its brand after a period of decline.

Article

This Company Profile from Euromonitor provides key details and analysis of ASOS, the online fashion and beauty store.

Case Study

Romano, a men's shampoo brand, increased revenue by challenging the position of men in Vietnamese society in a social media campaign.

Case Study

Philips, an electronics brand, launched its new blade technology, OneBlade, across Europe by implementing a strategy of ‘showing not telling’.

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

Nivea, the personal care brand, increased sales and encouraged men to consider their skincare in Malaysia through football.

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.

Case Study

Dove Men+Care, a men's grooming products brand, increased sales and brand awareness by launching a campaign using mobile gaming channels to reach a younger Filippino male audience.

Case Study

Clear, an anti-dandruff shampoo brand, increased sales and brand awareness by allowing users in the Philippines to choose a dandruff-free hairstyle using a virtual-salon on their mobiles.

Case Study

CLEAR, an anti-dandruff product, increased sales and brand engagement during Eid al-Fitr by creating brand activations at pit stops to engage with its target whilst they travelled home.

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 article posits that there are three behavioural typologies involved in most purchase decisions - guesswork, copying and research - and each of these is most often seen in certain purchase categories.

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

This case study shows how Axe, a male grooming brand, successfully launched a hair-styling range in the US by rearranging a famous James Blunt song.

Case Study

This case study shows how Gillette, a shaving razors brand, reversed declining brand affinity trends with 'how-to' tutorial experience videos in the US.