Toiletries & cosmetics

Why Axe went 'full immersion' in its research

News • 27 May 2019

Axe, the deodorant brand, abandoned all notions of objectivity in research by going “full immersion” when exploring what the concept of attraction means for its target audience of young men.

Unilever - Dove: 100 Colours

Case Study • SABRE Awards, Africa, Fashion & Beauty, Gold, 2019

Dove, a personal care brand, communicated its product offering by connecting with consumers' love of bold prints in South Africa.

How Nestlé, Coca-Cola and Axe moved beyond objectivity in research

Article • Brian Carruthers, Event Reports, MRS Impact, March 2019

The relationship between consumers and brands has altered as a result of the ever-changing media landscape – and relationship between consumers and researchers is following suit, with old-fashioned objectivity taking a back seat.

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

Article • WARC Exclusive, May 2019

Analyses four winning case studies from the 2018 WARC Media Awards, detailing their different approaches to influencers in the media mix.

Dove Men+Care Champions Paternity Leave for All Dads This Father’s Day

Case Study • SABRE Awards, North America, Cause-Related Marketing, Gold, 2019

Dove Men+Care, a men’s skincare brand, celebrated dads on Father’s Day in the US by making contributions to crowdfunding pages looking to raise money for paternity leave.

The world's best FMCG campaigns and companies 2019

Rankings • Rankings Articles, May 2019

Looks into which FMCG campaigns, along with the agencies that have worked on FMCG campaigns, have performed best over the past year.

Rexona: Movement for Movement

Case Study • Sumeet Parab, Crisela Cervantes, Jesse Bouman, WARC Awards, Silver, Effective Use of Brand Purpose, 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.

Engage ON: Small is the new big

Case Study • Saikat Bhattacharyya, WARC Awards, Entrant, Effective Innovation, 2019

Toiletries brand Engage used an innovative campaign in India to increase its category penetration and boost market share for its portfolio.

Lynx: Is It Okay For Guys?

Rankings • WARC Media 100, 2019

Lynx, the deodorant brand for men, wanted to move away from ‘lad culture’ and shift perceptions in the UK.

Gillette: I Don't Roll On Shabbos

Rankings • WARC Media 100, 2019

P&G’s toiletry brand Gillette boosted its deodorant sales in Israel by providing the Jewish community with 48-hour deodorant protection.

Behind the Media 100 Rankings: Reaching the ‘unreachable’ Orthodox community in Israel

Rankings • Gilad Kat, Rankings Articles, March 2019

Gillette ranks number one on WARC’s Media 100 rankings with its campaign to persuade Orthodox Jews to test its 48-hour formula deodorant product.

Rexona: Democratising mobility

Case Study • Sumeet Parab, Crisela Cervantes, Jesse Bouman, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2018

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

Rexona: Mobile voice pack

Case Study • Oscar Maalihan, WARC Media Awards, Bronze, 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.

The AJ Lynx Drop

Case Study • Data and Marketing Association, Bronze, 2018

Lynx, a deodorant brand, engaged a tricky audience segment in the UK both digitally and physically in their thousands to track down the new Lynx cans.

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.

Shield: #ShieldReady

Case Study • MMA Smarties, Silver, South Africa, 2018

Shield, a deodorant and antiperspirant brand, connected with South African women using emotional storytelling on social to increase brand loyalty by 4.5%.

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.

Shield: Be The Next Champion

Case Study • MMA Smarties, Silver, South Africa, 2018

Shield, the deodorant brand, got men to start using the brand more often in South Africa by proving its value with soccer.

Shield: Pressure Moments

Case Study • MMA Smarties, Bronze, South Africa, 2018

Shield, a deodorant brand, used Twitter to engage soccer fans in South Africa at key moments during the FIFA World Cup.