Toiletries & cosmetics

ARF research finds brand loyalty remains robust

News • 18/08/2020

Brand loyalty has largely proved robust over the last decade in a trio of packaged-goods categories, according to the early results of a study being conducted by the Advertising Research Foundation (ARF), the industry body.

Bevel grooming products stand up to specific needs of Black male consumers

Article • Geoffrey Precourt, Event Reports, ANA Brand Building Conference, July 2020

Bevel, the grooming brand made by Walker & Co., successfully tapped into a gap in the market when it came to meeting the distinct personal-care needs of Black men.

Unilever South Africa - Shield: Sbonis’Idiski

Case Study • SABRE Awards, Platinum Finalist, Africa, 2020

Shield, a deodorant brand, launched PR events that discussed the state of football development in South Africa to increase relevance for the brand and its soccer sponsorship.

Unilever South Africa - Dove: 100 Colours of Africa

Case Study • SABRE Awards, Gold, Africa, 2020

Dove, a skincare brand, launched a bespoke 100-colour fabric to celebrate the colourful continent of Africa and promote its Dove Invisible Dry deodorant.

Unilever Malaysia: Unilever Makes You The Steadiest Football Zombie

Case Study • Chiann Yi Cheah, Galen Lau, Victoria Kovalan, WARC Awards, Shortlisted, Effective Social Strategy, 2020

FMCG brand Unilever boosted sales of its male grooming products and brand engagement among male football fans in Malaysia.

Axe: Boca vs. River, the Match of the Century

Case Study • Tatiana Moizo, Carolina Sarlo, Patricio Shilton, Vanesa García, Ornella Carricarte, WARC Awards, Entrant, Effective Social Strategy, 2020

Male personal care brand Axe turned to sponsorship to increase awareness and growth in Argentina.

AXE: Lollapalooza 2019

Case Study • Guilherme Aquilante, Verusca Casciano, Gabriela Amato, Carolina Buzetto, WARC Awards, Entrant, Effective Social Strategy, 2020

Antiperspirant body spray brand AXE looked to Lollapalooza for the launch of a social-powered campaign that would boost engagement with its target audience in Brazil.

Rexona: Move Yang Betul

Case Study • Mochammad Iqbal, WARC Awards, Entrant, Effective Social Strategy, 2020

Deodorant brand Rexona used a hyper-adaptive creative solution to leverage its partnership with the English Premier League and improve brand awareness in Malaysia.

Competitor strategies in beauty and personal care

Article • Euromonitor Profiles, February 2020

Analyses the beauty and personal care market, including a competitive environment overview, incubators and accelerators and future strategies.

Secret Deodorant (Procter & Gamble): Secret x USWNT – Equal Work, Equal Sweat, Equal Pay

Case Study • SABRE Awards, IN2, North America, Best in Brand Purpose, 2020

Secret Deodorant, a deodorant brand produced by P&G, pledged money to the US Women's soccer team to join them in their fight for equal pay to highlight its purpose to support strong, modern women.

Axe: Boca vs. River, the Match of the Century

Case Study • Patricio Shilton, Ornella Carricarte, WARC Media Awards, Gold, Effective Use of Partnerships and Sponsorships, 2019

Male personal care brand Axe turned to sponsorship to increase awareness and growth in Argentina.

Axe: Starladder 2018

Case Study • Filatov Dmitriy, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2019

Axe, the leading deodorant brand in Russia, created a branded online shop to increase sales via e-commerce.

AXE: Artificial intelligence and targeting real deoderant shoppers

Case Study • Barsegyan Lilita, Ksenia Zazulova, WARC Media Awards, Entrant, Effective Use of Tech, 2019

Male personal care brand Axe used AI in Russia to retarget its ads and communicate with the real deodorant shoppers.

Rexona: Silverpush Sports Sync

Case Study • Oscar Maalihan, Jeff Ng, Abhishek Gupta, WARC Media Awards, Entrant, Effective Use of Tech, 2019

Rexona Men, the deodorant brand, launched a cross-screen campaign to leverage its association with basketball and highlight the brand's functional benefits to male audiences in the Philippines.

Rexona Clincal: 2019 Business Impact

Case Study • Kate O'Loughlin, Dixie Garcia, Kathryn Furnari, WARC Media Awards, Entrant, Effective Channel Integration, 2019

Deodorant brand Rexona used precision targeting to reach heavy sweaters in Australia and smash sales targets.

Rexona: Movement for Movement

Case Study • Tangrams Strategy & Effectiveness Awards, Silver, 2019

Deodorant and antiperspirant brand Rexona used a multifaceted digital strategy to launch an app that solved mobility challenges for disabled people in Indonesia under its Movement for Movement campaign.

AXE: Level Up

Case Study • MMA Smarties, Bronze, South Africa, 2019

AXE, a male grooming products brand, increased sales in South Africa by launching a gamified ad on Instagram Stories that allowed consumers to level-up their deodorant effect.

Natura Cosméticos SA (Toiletries & Cosmetics)

Article • Euromonitor Profiles, October 2019

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

Rexona: World Cup 2018

Case Study • MMA Smarties, Gold, EMEA, 2019

Rexona, a deodorant brand, increased brand awareness among male consumers by developing a social media campaign in Spain that took advantage of a world football tournament event to showcase its product's effectiveness.

Axe: Mard Ban yaar

Case Study • Emvies, Bronze, 2019

Axe, a deodorant brand, encouraged Indian men to break stereotypes at a youth festival by getting them to write common struggles and stereotypes on clay pots before smashing them.

AXE: AXELERATE – Kostan AX/3

Case Study • MMA Smarties, Finalist, Indonesia, 2019

Male grooming brand Axe created a mobile-optimised YouTube video series to build confidence in young males, as part of an ongoing campaign to liberate men from stereotypical male images in Indonesia.

AXE: Integrated O2O campaign initiative

Case Study • MMA Smarties, Silver, Indonesia, 2019

Male grooming brand Axe joined with social media, transport and retail partners to create the brand's first integrated online to offline campaign to launch a new range to young men in Indonesia.

Unilever Male Grooming: Total Men – Be the Coolest Football Zombie

Case Study • Mochammad Iqbal, WARC Prize for Asian Strategy, Entrant, 2019

Unilever tapped into World Cup fever with a contextual content campaign aimed at male football fans to increase sales of its grooming products in Malaysia.

Influencers in the media mix: Lessons from the 2018 WARC Media Awards

Article • Delon Wang, WARC Webinars, August 2019

Delon Wang, head of client services at WARC, looks at how, and why, influencers are being invested in like never before, and presents some success stories from the 2018 WARC Media Awards.

AXE: Men Do Apologize TV Integration

Case Study • MIXX Awards, Gold, Branded Content, 2019

Axe, a deodorant brand produced by Unilever, fought against gender stereotyping in Turkey by launching a TV ad during a popular series that allowed viewers to decide what happened next.