Toiletries & cosmetics

From Xena to Carmilla: Engaging LGBTQ consumers with branded content

Article • Brian Carruthers, Event Reports, Lions Live, June 2020

Discusses how brands can engage with people in minority communities by telling good stories through a web series, Carmilla, which proved so popular that it became a movie by Kimberly Clark’s Kotex.

Mylan Saugella: Break the Taboo campaign

Case Study • SABRE Awards, In2 EMEA, Best Use of Original/Commissioned Research for PR, Gold, 2020

Mylan, a pharmaceutical company, launched research that it turned into promotional content to open up a conversation among women about their wellbeing to promote its brand of feminine hygiene products, Saugella, in France and Italy.

Procter & Gamble Co (Household & domestic)

Article • Euromonitor Profiles, May 2020

This Company Profile from Euromonitor provides key details and analysis of Procter & Gamble Co, the owner of brands such as Fairy and Febreeze.

Libresse: Viva La Vulva

Case Study • AME Awards, Best of Show, Regional Platinum - Europe, Gold, 2020

Libresse, a brand of feminine hygiene products, increased market share in Scandinavia by launching Viva La Vulva, a lip sync video that encouraged women not to be ashamed and to love their vulvas.

Kao Corp in Tissue and Hygiene (Household and domestic)

Article • Euromonitor Profiles, March 2020

This Company Profile from Euromonitor provides key details and analysis of Japan-based manufacturer Kao Corp in the tissue and hygiene category.

Bodyform/Libresse: There will be blood. And vulvas.

Rankings • WARC Effective 100, 2020

Bodyform/Libresse, a brand of feminine hygiene products, connected to UK and Scandinavian women by creating an open culture about period blood and vaginas.

Bodyform/Libresse: Viva La Vulva

Rankings • WARC Effective 100, 2020

Bodyform/Libresse, a brand of feminine hygiene products, embraced all forms of genitalia by launching a lip sync video that encouraged UK and Scandinavian women to love themselves, vulvas and all.

Stayfree: Project Free Period

Rankings • WARC Effective 100, 2020

Feminine care brand Stayfree connected to sex workers in India by creating a curriculum that taught invaluable skills.

Bodyform/Libresse: Viva La Vulva

Rankings • WARC Creative 100, 2020

Bodyform/Libresse, a brand of feminine hygiene products, embraced all forms of genitalia by launching a lip sync video that encouraged UK and Scandinavian women to love themselves, vulvas and all.

The Female Company: The Tampon Book – A book against tax discrimination

Rankings • WARC Creative 100, 2020

The Female Company, an organic period products brand, sold tampons in the form of books to allow it to sell them for a lower tax rate and start the debate around gender inequality in the laws on taxing tampons in Germany.

Competitor strategies in beauty and personal care

Article • Euromonitor Profiles, February 2020

Analyses the beauty and personal care market, including a competitive environment overview, incubators and accelerators and future strategies.

Taboo-tackling campaigns win APG Grand Prix for Bodyform/Libresse

News • 18/10/2019

A series of campaigns for Bodyform/Libresse tackling taboos around women’s periods and intimate hygiene has won the Grand Prix in the 2019 APG Creative Strategy Awards.

Bodyform/Libresse: There Will be Blood. And Vulvas.

Case Study • Account Planning Group - (UK), Grand Prix, 2019

Bodyform/Libresse, a brand of feminine hygiene products, campaigned in the UK to normalise discussions of periods, and women's bodies and establish itself as a vocal women's empowerment brand.

Stayfree: Project Free Period

Case Study • Case Studies on WARC, Grand Prix, Creative Effectiveness, Spikes Asia 2019

Stayfree, a feminine hygiene brand, used the power of two taboos, periods and prostitution, to draw attention to women's employment potential in India and achieve 19% growth for the brand.

Stayfree: Take Back Your Time

Case Study • Toru Jhaveri, Sanchari Chakrabarty, Natasha Bohra, WARC Prize for Asian Strategy, Shortlisted, 2019

Feminine care brand Stayfree adapted a value proposition in India to boost sales and redefine how women see sanitary pads.

Stayfree: Project Free Period

Case Study • Toru Jhaveri, Sanchari Chakrabarty, WARC Prize for Asian Strategy, Gold, 2019

Feminine care brand Stayfree created a provocative social initiative in India to drive genuine change in the lives of marginalised women.

Stayfree: How pads bridged the gap from periods to progress

Case Study • Toru Jhaveri, Sanchari Chakrabarty, Natasha Bohra, Abhishek Shastri, WARC Prize for Asian Strategy, Entrant, 2019

Feminine care brand Stayfree used a multi-media campaign in India to completely redefine its audience and value proposition.

Libresse/Bodyform: Viva La Vulva

Case Study • Cannes Creative Lions, Gold, Creative Strategy Lion, 2019

Libresse, a brand of feminine hygiene products, increased market share in Scandinavia by launching Viva La Vulva, a lip sync video that encouraged women not to be ashamed and to love their vulvas.

Always: Relevant content led to massive impact with young women

Case Study • MIXX Awards, Bronze, Native Advertising, 2019

Always, a feminine hygiene brand, engaged young women in Denmark in a discussion of menstruation which led to a 65% increase in Always usage.

Nana: Breaking the taboo around periods in the world’s most conservative region

Case Study • Alvaro Bretel, WARC Prize for MENA Strategy, Entrant, 2019

Nana, a feminine hygiene brand, used educational content to connect with girls and increase sales in Jordan, Kuwait, the UAE, and Lebanon.

There will be Blood: Brand Activism gets Messily Effective

Article • WARC Exclusive, WARC at Cannes Lions 2019

In this talk hosted by WARC at Cannes Lions 2019, several speakers discussed the challenges and impact of investing in a meaningful strategy at scale.

Essity builds on 'virtuous circle of bravery'

News • 25/06/2019

Essity’s groundbreaking campaigns for its feminine care products have been helped along by support from another agency client which took a similar approach in its own category, in what AMV BBDO’s strategy director describes as ...

Nett Tampons: Boys React To Tampons

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Nett, a tampon brand, created a film to educate young girls in France on tampon safety which helped the brand increase its penetration by 2.2 pts.

Stayfree: Project Free Period

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Stayfree, a feminine hygiene brand, used the power of two taboos, periods and prostitution, to draw attention to women's employment potential in India and achieve 19% growth for the brand.

Bodyform/Libresse: #bloodnormal

Case Study • Cannes Creative Lions, Shortlisted, Creative Effectiveness Lions, 2019

Bodyform, the feminine hygiene brand, used a digital film to break taboos and connect with women globally.