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Toiletries & cosmetics

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Rexona Indonesia: Rexona unlimited moves

Case Study • YouTube Works for Brands, Indonesia, Force for Good, 2021

Rexona, a deodorant brand, connected with disabled consumers in Indonesia by launching a YouTube video starring able and disabled talent and launching modifications to its app to increase inclusivity.

Degree: Degree inclusive

Case Study • Jay Chiat Awards, Silver, Product/Service Creation Strategy, 2021

Degree, a deodorant brand, introduced the world's first inclusive deodorant for people with upper limb disabilities and visual impairment in the US.

Dove: Dove's First Refillable Deodorant

Case Study • Marketing Society, The Marketing Society Awards, Winner, 2021

Dove, a personal care brand, tackled plastic waste in the USA by introducing its first refillable deodorant.

Lynx: Marmite x Lynx – The World's First Social Distancing Deodorant

Case Study • SABRE Awards, EMEA, Gold, 2021

Marmite, a food spread made from yeast extract, and Lynx, a deodorant brand, partnered to launch the world's first social-distancing deodorant in the UK.

Lynx: Hot since '95

Case Study • WARC Awards for Effectiveness, Entrant, Instant Impact, 2021

Lynx, the body spray brand, reconnected with its target audience and created a long-term brand building opportunity in the UK.

Rexona: Chamba Dance Challenge

Case Study • WARC Awards for Effectiveness, Entrant, Instant Impact, 2021

A campaign by Rexona, a deodorant company, increased sales in the Philippines by creating a dance challenge on social media that showcased its product.

Dove Deo: Dry serum launch

Case Study • WARC Awards for Effectiveness, Entrant, Customer Experience, 2021

Dove, a personal care brand, used mobile technology to launch its new deodorant serum in the Philippines.

AXE: AXE Ice Chill – Staying fresh with music

Case Study • WARC Awards for Effectiveness, Entrant, Collaboration & Culture, 2021

Deodorant brand, Axe, teamed up with Spotify to launch its Axe Ice Chill range in the Philippines.

AXE: Gaming freshness that protects

Case Study • WARC Awards for Effectiveness, Entrant, Collaboration & Culture, 2021

Deodorant brand, Axe, latched onto its target market's passion space to stand out in the Philippines.

Rexona: Fantastic teen IGTV series

Case Study • WARC Awards for Effectiveness, Entrant, Collaboration & Culture, 2021

Deodorant brand, Rexona, developed an interactive IGTV series in partnership with top bloggers to connect with a Gen Z audience in Russia.

Axe: Chill

Case Study • MMA Smarties, Gold, MENA, 2020

Axe, a male deodorant brand, launched its Axe Chill campaign across the Gulf Cooperation Council (GCC) countries to highlight Axe's ability to lower body temperature.

Rexona: Move More Stay Home

Case Study • MMA Smarties, Silver, MENA, 2020

Rexona, a deodorant brand, encouraged people to stay active during the COVID-19 lockdown and raised awareness around brand purpose in Egypt with its Move More Stay Home campaign.

World market for beauty and personal care

Article • Euromonitor Strategy Briefings, May 2021

This report analyses the beauty and personal care industry, which includes hair care, skin care, oral care, men's grooming and baby and child products.

Dove Men Care: Father's Day Taken

Case Study • SABRE Awards, Gold, North America, 2021

Dove, a personal care brand, launched its Father's Day campaign #FathersDayTaken in the US to raise awareness of the number of fathers taken too soon to racism and violence and to help the families left behind.

Old Spice: 2020 NFL Draft "Smellcome to the NFL"

Case Study • SABRE Awards, Gold, North America, 2021

Old Spice, a personal care brand, reversed its decline in the US during the COVID-19 pandemic by leveraging its long-standing partnership with the NFL.

ARF study: Customer loyalty remains robust for large CPG brands

Article • Stephen Whiteside, Event Reports, ARF SHOPPERxSCIENCE, March 2021

A study by the Advertising Research Foundation (ARF), the trade body, found that large brands in the consumer-packaged goods sector have witnessed robust loyalty over time.

Rexona: The Rexona “Chamba” dance challenge

Case Study • Tangrams Strategy & Effectiveness Awards, Shortlisted, 2021

Rexona, a deodorant and antiperspirant brand, increased brand growth in the Philippines by launching the Rexona Chamba dance challenge with influencers to encourage young people to use deodorant every day.

Rexona: Soccer Star Challenge

Case Study • MMA Smarties, Silver, Indonesia, 2020

Rexona, a deodorant brand, created a live FIFA football tournament for fans lamenting the cancelled sporting events in Indonesia and increased market share by 40bps.

Rexona: #MoveMoreAtHome

Case Study • DMA (UK), Bronze, 2020

Rexona, a deodorant and antiperspirant brand, turned its Instagram platforms into inspiring movement hubs to encourage people to keep active during the coronavirus lockdown.

The digital customer journey

Article • Euromonitor Strategy Briefings, December 2020

The COVID-19 pandemic accelerated the adoption of e-commerce, with many consumers experimenting and even becoming reliant on the digital channel while in isolation.

Dove: Deo Dry Serum mobile campaign

Case Study • MMA Smarties, Bronze, APAC, 2020

Dove, a skincare brand, launched a gamified mobile campaign to promote its new dry serum deodorant – the first of its kind in the Philippines.

Rexona: Gerak Tak Terbatas (Unlimited Moves)

Case Study • MMA Smarties, Silver, APAC, 2020

Rexona, a deodorant brand, relaunched its mobility assistant app Gerak in Indonesia to invite society to connect, collaborate and contribute better to the disabled community in Indonesia by introducing the campaign Unlimited Moves.

Dove Deos: Dry Serum mobile campaign

Case Study • Oscar Maalihan, Rhouel Rallos, Sujay Ray, Jeffrey Ng, WARC Media Awards, Entrant, Effective Use of Tech, 2020

Dove Deodorants ran an interactive mobile ad campaign in the Philippines to educate its target audience of upwardly mobile urban women about its new dry serum deodorant product and drive sales.

Dove: Deo Dry Serum Mobile Campaign

Case Study • MMA Smarties, Bronze, X (Global), 2020

Dove, a skincare brand, launched a gamified mobile campaign to promote its new dry serum deodorant – the first of its kind in the Philippines.

Axe: Stay Fresh With Music

Case Study • Oscar Maalihan, WARC Media Awards, Entrant, Best Use of Data, 2020

Axe Deodorants identified music as a passion point and partnered with Spotify in the Philippines to run a targeted digital campaign for its new Ice Chill variant; its 18-24-year-old male target audience streams over two hours of music a day.

The digital customer journey

Article • Euromonitor Strategy Briefings, December 2020

The COVID-19 pandemic accelerated the adoption of e-commerce, with many consumers experimenting and even becoming reliant on the digital channel while in isolation.
Procter & Gamble outlines new consumer habits that will survive the pandemic

Article • Stephen Whiteside, WARC Exclusive, January 2021

Procter & Gamble, the consumer packaged goods manufacturer, believes that a variety of habits that have taken root during the COVID-19 pandemic will have long-term staying power.
Global Ad Trends: Ad Investment 2021/22

Data • James McDonald, Cinzia Petio, Rob Clapp, WARC Data, July 2021

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment by market, media, format and product category this year and next. Key findings include:
What's working in cosmetics and beauty aids

Article • WARC Category Intelligence, July 2019

Global strategies, campaign updates and trends in the cosmetics and beauty aids category.
What’s working in luxury

Article • WARC Category Intelligence, April 2021

Global strategies, campaign updates and trends in the luxury category.
From sustainability to purpose in beauty

Article • Euromonitor , Research on WARC, March, 2021

As consumer awareness of social and environmental issues increases, steps to improve the beauty industry’s environmental footprint are progressing at a faster pace.