Toiletries & cosmetics

Case Study • Oscar Maalihan, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2018

Deodorant brand Rexona used NBA star Steph Curry and navigation app Waze to drive relevance and boost engagement in the Philippines.

Axe: Cybersport

Case Study • Natalia Kudryavtseva, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2018

Deodorant brand Axe used a cybersports sponsorship to connect with young men in Russia and increase market share.

Rexona: Fans moving heartbeats

Case Study • MMA Smarties, Finalist, LATAM, 2018

Rexona, a deodorant and antiperspirant brand, increased awareness of its Rexona Football Fanatics deodorant in Colombia by launching the heartbeat index, which measured fans' heartbeats as they watched their team play.

Rexona: Rexona Soda Cirque

Case Study • MMA Smarties, Silver, LATAM, 2018

Rexona, a deodorant brand, built brand perception and kept its market share in a time of economic recession in Argentina.

Axe: Find Your Magic

Case Study • Sumeet Parab, Lusiana Teguh, Ferdi Wahyudi, WARC Media Awards, Silver, Effective Channel Integration, 2018

With an inspirational digital campaign in Indonesia, Axe, the Unilever deodorant brand, launched a repositioning drive to change its brand image from one that helps men get the girl, to one that helps men find their own magic.

Gillette Deodorants: I don't roll on Shabbos

Case Study • Gilad Kat, WARC Media Awards, Gold, Effective Channel Integration, 2018

Gillette deodorant used a multimedia approach, biblical texts and a battle of synagogues to appeal to the Orthodox Jewish community in Israel.

Natura Cosméticos SA (Toiletries & Cosmetics)

Article • Euromonitor Profiles, November 2018

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

One Park Avenue: Turning around a legacy brand for business leadership

Case Study • Ankita Srivastava, Dhaval Masrani, Raja Chakraborty, WARC Prize for Asian Strategy, Entrant, 2018

Male personal care brand Park Avenue took a fresh approach to its advertising to target India's new-age men.

Rexona Men: Rexona's data-driven drama resolves a social stench

Case Study • James Wong, Christopher Lui, WARC Prize for Asian Strategy, Entrant, 2018

Deodorant brand Rexona used an online campaign in Hong Kong to grow market share and increase deodorant use among young men.

Dove Antiperspirants: Getting real about underarms

Case Study • European Association of Communications Agencies, Finalist, 2018

Dove, the personal care brand, launched a campaign to drive emotional engagement and brandy affinity with its women's deodorant range, amid difficulties with value share and penetration in key markets across Europe.

Rexona: Rexona My Move

Case Study • Direct Marketing Association - US, Runner Up, 2018

Rexona, a deodorant brand, communicated its MotionSense technology to its Latin American audience via digital, leading to 89% of YouTube ads being watched until the end.

Rexona: Movement For Movement

Case Study • MMA Smarties, Bronze, Global, 2018

Rexona, a deodorant and antiperspirant brand, launched a mobile app to help disabled users move around Jakarta by highlighting the most accessible places in their area, which resulted in a positive ROI.

Rexona Confidence Academy

Case Study • Yasmin Shehab, WARC Prize for MENA Strategy, Entrant, 2018

Deodorant brand Rexona used a youthful, locally flavoured campaign to raise its profile and grow sales in the Egyptian youth market.

World market for beauty and personal care

Article • Euromonitor Strategy Briefings, August 2018

A global outlook on the beauty and personal care market, including the leading companies and brands, key trends shaping beauty and personal care, and market snapshots.

How tech generates a 'positive ripple' effect for Nivea

News • 10 August 2018

LONDON: A smart sweat-tracking T-shirt designed to help the deodorant R&D team at Nivea has had a wider impact across the organisation, including on marketing, according to a Beiersdorf executive.

Lynx: Giving British Masculinity a New Voice

Case Study • SABRE Awards, Gold Sabre Award For Consumer Products, EMEA, 2018

Lynx, a male antiperspirant brand, launched a content-led campaign in the UK to give masculinity a new voice.

Rexona Aurora

Case Study • MIXX Awards, Bronze, Video Advertising, 2018

Rexona, a deodorant and antiperspirant brand owned by Unilever, measured its audience's attentiveness by creating an interactive video ad.

Borotalco’s Stop the Stink Hotline

Case Study • SABRE Awards, Gold Sabre Award For Fashion And Beauty, EMEA, 2018

Borotalco, an antiperspirant brand, launched the Stop the Stink Hotline campaign in Austria to increase brand preference and awareness.

AXE You: You Got Something - Event management

Case Study • SABRE Awards, Gold Sabre Award IN2 For Best In Brand Film/Video, EMEA, 2018

AXE, a men's products brand, launched the You Got Something campaign in Mauritius to raise awareness of its new AXE You range.

AXE Find Your Magic

Case Study • SABRE Awards, Gold, Marketing To Consumers (Existing Product), Africa, 2018

AXE, a male grooming products brand, launched the Find Your Magic campaign in South Africa to convince male consumers that it was an on-trend brand, whilst educating them on the products' fragrance and functionality.

Creativity fired by data: How to generate more creative uses of data in brand work

Article • Ruth Zohrer and Becky Power, Admap, May 2018, pp. 20-21

Explores both and uses lessons from some best-in-class examples to propose an approach to generate more creative uses of data in brand work.

AXE: The Find Your Magic initiative

Case Study • SABRE Awards, North America, Marketing to Men, 2018

AXE, a men's grooming brand, used an earned-centric, social-by-design program to extend its Find Your Magic campaign in the US and improve its brand image by providing men with a recourse to confidently express themselves.

Rexona Confidence Academy

Case Study • Yasmin Shehab, WARC Awards, Shortlisted, Effective Content Strategy, 2018

Deodorant brand Rexona used a youthful, locally flavoured campaign to raise its profile and grow sales in the Egyptian youth market.

How Axe and Topman reflect the changing man

News • 02 April 2018

LONDON: Traditionally male brands such as Unilever’s Axe deodorant and Arcadia’s Topman retail chain have adopted a modern approach to masculinity in their marketing efforts, in contrast to the toxic masculinity that has damaged both ...

Breaking out of the Man Box with Axe and Topman

Article • Brian Carruthers, Event Reports, Advertising Week Europe, March 2018

The way brands speak to young men is changing to incorporate a more realistic, more sensitive idea of what it is to be a man, at a time when suicide among young men is at an all-time high.