Chief Marketing Officer of M.A.C Cosmetics, Ukonwa Ojo, speaks to WARC’s Anna Hamill about evolving with customer behaviours during COVID-19, pivoting to digital brand experiences, and being accountable on Black Lives Matter and diversity during a time of cultural upheaval.
The lockdowns caused by the coronavirus pandemic, along with the extended closure of bricks and mortar stores, have dramatically accelerated the move to online shopping in the beauty sector, says L’Oréal’s chief digital officer.
After the release of The Future 100 annual trend report in January 2020, news of a novel coronavirus started making headlines – this report tracks the new behaviours, cultural shifts and industry changes stemming from these sudden changes.
Cosmetics brands may benefit from steering clear of claims around artificial ingredients and avoiding scientific jargon to make a greater impact with print ads, according to a study in the Journal of Advertising Research (JAR).
Cosmetics brand L’Oréal has long been in the forefront of meaningful digital transformation and has now developed Perso, which promises to address a long-standing painpoint in the beauty space by dispensing a customized skincare product.
Jenny Chan, Case Studies on WARC, October 2019
MAC (魅可) revised its brand appeal in the China market in an exemplary cross-industry collaboration example by simultaneously tying in with a Tencent-owned game and using celebrity pull to draw in young consumers.
Jie G. Fowler, Les Carlson, and Himadri Roy Chaudhuri, Journal of Advertising Research, Vol. 59, No. 4, 2019, pp. 466-482
The area of scientific-related claims in advertising is ripe for additional investigative endeavor. This article aims to access the nature and potential deceptiveness of scientific-related claims that appear in cosmetics advertising.
Procter & Gamble, the consumer-packaged goods manufacturer, is seeking to maintain its focus on consumer insight and brand building in response to COVID-19, and the financial challenges that are likely to follow.
This report summarises the latest research from WARC's Data platform, with a focus on new advertising investment forecasts by product category, which are exclusive to WARC Data clients. Key findings include:
This report summarises the latest research from WARC's Data platform, with a focus on new net advertising investment data by product category, which are exclusive to WARC Data clients from 1st October. Key findings include: