Toiletries & cosmetics

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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.

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.

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.

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.

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.

Axe: 'Nicknames' (Argentina)

Gunn Report • Gunn Creative, 2018

Contains the creative for the 'Nicknames' campaign for Axe by the agency Ponce in Argentina.

Nivea Men: The Real Fan

Case Study • Norma Jimenez, Anaid Navarro, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2017

Nivea Men, the beauty brand, used a football-focussed campaign to increase sales in Mexico.

AXE Black Night

Case Study • Initiative Moscow, WARC Media Awards, Entrant, Effective Channel Integration, 2017

AXE promoted its new male deodorant AXE Black Night in Russia, by both maintaining its loyal young clientele and expanding its market share to a more mature audience.

Lynx - Unilever: Men in Progress

Case Study • Direct Marketing Association - UK, Silver, 2017

Lynx, a deodorant brand, created a short video series in the UK to discuss modern masculinity and regain its relevance among young men.

Rexona Men: Rexona resolves a social stench

Case Study • James Wong, WARC Media Awards, Shortlisted, Best Use of Data, 2017

Deodorant brand Rexona Men grew its market share in Hong Kong by making product consumption a daily necessity.

Lynx/CALM: Bigger Than Suicide

Case Study • Vicki Watson, James Byard, Dominic Murray, Rosh Singh, WARC Media Awards, Gold, Effective Use of Tech, 2017

Lynx, the deodorant brand, worked with CALM, the suicide charity, to increase awareness of suicide among men aged 20-45 in the UK, and encourage men to talk about their feelings and seek help.

AXE: How an eternal teenager finally grew up

Case Study • Danny Feeney, Account Planning Group - (UK), 2017

Axe, a male fragrance brand, attracted a new generation of men to its brand with the 'Find Your Magic' campaign, launched in the US.

AXE - Unilever Indonesia: AXELERATE 2.0: The Journey of Self Discovery

Case Study • Direct Marketing Association - US, Runner Up, Best Use of DRTV/Video, 2017

AXE, a deodorant brand, created a hub and video series for young men in Indonesia to help them on their journey of self-discovery via advice and true stories from brand ambassadors.

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.
Beauty survey: Evolution of beauty routines becomes a key innovation driver

Article • Euromonitor Strategy Briefings, January 2017

This paper outlines the findings from Euromonitor International's Beauty survey, which drew from 1000 online consumers in 20 markets and concludes that the diversity of global beauty routines creates expansion opportunities.
Global luxury goods trends report

Article • Euromonitor Strategy Briefings, April 2016

This report discusses the future of the global luxury goods industry, including changes in key markets, the impact of luxury wearables and how brands are looking for more meaningful 'luxury experiences'.