Toiletries & cosmetics

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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.

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.

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 • Direct Marketing Association - UK, 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: 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.

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.

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%.

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.

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.

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.

Rexona Aurora

Case Study • MMA Smarties, Finalist, Turkey, 2018

Rexona, a deodorant brand, connected with its target audience in Turkey by making its creativity interactive.

Rexona Aurora

Case Study • MMA Smarties, Silver, Turkey, 2018

Rexona, a deodorant brand, promoted its Invisible Black + White deodorant by launching an interactive video that put viewers in place of the protagonist as they faced real life problems.

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: Movement for Movement

Case Study • MMA Smarties, Gold, Indonesia, 2018

Rexona, a deodorant and antiperspirant brand, launched a mobile app and editorial series to help people with disabilities become more active and educate others on the difficulties of living with a disability in Indonesia.

Unilever: Rexona Puts SEA Games in the Palm of the Indonesians

Case Study • MMA Smarties, Silver, Indonesia, 2018

Rexona, the deodorant brand, used social media to boost awareness and top-of-mind recall in Indonesia.

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.

The Future 100: Trends and change to watch in 2019

Article • J Walter Thompson Intelligence, Research on WARC, December, 2018

This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.
How L'Oréal Paris UK True Match climbed to No.1 by making everyone feel 'Worth it'

Case Study • Emily Ellis, David Frymann and Vasileios Kourakis, Institute of Practitioners in Advertising, Gold, IPA Effectiveness Awards, 2018

L'Oréal Paris, a beauty brand, increased its UK range of foundations to 23 shades to promote a more diverse and inclusive approach to beauty.
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.
What's working in cosmetics and beauty aids

Article • WARC Category Intelligence, March 2018

Global strategies, campaign updates and trends in the cosmetics and beauty aids category.
SK-II: The Marriage Market Takeover

Case Study • My Troedsson, The WARC Prize for Asian Strategy, Grand Prix and Research Excellence Special Award, 2017

Japanese prestige skincare brand SK-II allied itself to unmarried women to build an emotional multichannel campaign to raise awareness and boost sales in China.
Beauty and Personal Care Global Industry Overview

Article • Euromonitor Strategy Briefings, June 2017

This report provides an overview of the global beauty and personal care industry, including the performance of categories, key trends driving the market and opportunities for growth.