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This article explains how mobile devices change the ways in which consumers research products, purchase them, and then share their purchases with their social networks.

Case Study

Wash&Go was the long-time mid-tier shampoo leader in the Balkans, but was finding itself competing with both a growing premium and lower tier market.

Case Study

After four years of communicating to Romanian consumers its scientific ingredients and competitve price offers, Wash&Go was facing pressure from copycat brands and needed to find an emotional and distinctive promise and positioning.


Consumer goods colossus Procter & Gamble has revealed that it may sell shampoo brand Wash & Go . The move would be in line with P&G’s strategy of focusing on core global brands, following disappointing financial results [WAMN: 1-Nov-00].