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Deodorants, anti-perspirants

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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.

Article

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

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.

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

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

This case study describes how AXE body spray used mobile behavioural data and multi-screen behaviour as a guide to capture its Taiwanese core target audience accurately, and serve them with relevant tailored messages to trigger their interest in the brand.

Case Study

This case study details how Lynx, a brand of male grooming products, and CALM, a male suicide prevention charity, collaborated to raise awareness of male suicide in the United Kingdom.

Case Study

This case study reveals how Sure, the deodorant brand, activated a new communications strategy at music festivals in the UK to target young audiences.

Case Study

This case study describes how deodorant brand AXE used WhatsApp to communicate with young Millennial men in Ecuador.

Case Study

This case study describes how US deodorant brand Old Spice connected with its target audience by creating a live-streaming, live-action, user-controlled video game.

Case Study

This case study describes how AXE body spray used mobile behavioural data and multi-screen behaviour as a guide to capture its Taiwanese core target audience accurately, and serve them with relevant tailored messages to trigger their interest in the brand.

Case Study

This case study shows how Park Avenue, a deodorant brand, used humour to engage with a dismissive Indian younger audience, and increase its sales.

Case Study

This case study describes how Wild Stone, an Indian deodorant brand, overtook the market leader Axe to become the number 1 brand in the gas-based deodorant category in India by challenging existing preconceptions.

Case Study

This case study shows how Dove, a personal care brand, successfully translated a brand purpose campaign in the US into a sales increase.

Case Study

This case study shows how Axe, a men's toiletries brand, increased brand sales using a digital strategy to become Indonesian men's 'wingman'.

Case Study

This case study details how Axe, Unilever's male fragrance brand, launched its new Axe Anarchy deodorants in the global market.

Case Study

This case study shows how Unilever launched a new dry-spray deodorant range across five different brands.

Case Study

This case study demonstrates the redesign and rebranding techniques of Soft & Gentle, the UK's original non-sting deodorant, that rescued dwindling sales, and ensured greater visibility and awareness.

Research Paper

Brand attributes play an important role in tracking customer-based brand equity. Therefore researchers need an effective approach for eliciting attributes.

Case Study

This case study describes how a campaign that combined online content with local knowledge helped Old Spice, the male grooming brand, tap into the confusion over masculinity and reconnect with its target audience.

Case Study

This case study demonstrates how Lynx, the deodorant brand, overcame its immature image among UK men in their early 20s to promote its Lynx Black variant.