Toiletries & cosmetics

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.

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.

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.

Bodyform/Libresse: There will be blood – and vulvas

Case Study • Marketing Society UK, The Brave Awards, Highly Commended, 2019

Libresse, a brand of feminine hygiene products, launched the #bloodnormal campaign across the world to normalise the discussion of periods and establish itself as a vocal women's empowerment brand.

P&G: Always Fights to #EndPeriodPoverty

Case Study • SABRE Awards, EMEA, Consumer Health, Gold, 2019

Feminine hygiene brand Always employed an influencer campaign, backed by TV and a charity partnership, to highlight the problem of period poverty in the UK and boost sales of its pads.

What’s working in feminine hygiene

Article • WARC Category Intelligence, May 2019

Global strategies, campaign updates and trends in convenience feminine hygiene.

Procter & Gamble: Always Fights to #EndPeriodPoverty

Case Study • SABRE Awards, North America, Corporate Social Responsibility, Gold, 2019

Always, the sanitary products brand, launched a campaign in the US and Canada to end period poverty among young girls, which resulted in 15 million pad donations.

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.

Stayfree: How pads bridged the gap from periods to progress

Case Study • Toru Jhaveri, Sanchari Chakrabarty, Natasha Bohra, Abhishek Shastri, WARC Awards, Shortlisted, Effective Content Strategy, 2019

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

Stayfree: Take Back Your Time

Case Study • Toru Jhaveri, Sanchari Chakrabarty, Natasha Bohra, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 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 • Aditya Kanthy, Toru Jhaveri, Sanchari Chakrabarty, Natasha Bohra, WARC Awards, Gold, Effective Use of Brand Purpose, 2019

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

Stayfree: It's my time, period

Case Study • Toru Jhaveri, Sanchari Chakrabarty, Natasha Bohra, WARC Awards, Entrant, Effective Use of Brand Purpose, 2019

Feminine care brand Stayfree launched a multimedia campaign in India to generate growth, recruit new consumers and deliver an informed discourse in a culture that stigmatises menstruation.

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

Case Study • Alvaro Bretel, WARC Awards, Entrant, Effective Use of Brand Purpose, 2019

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

Whisper: #WingsToFly

Rankings • WARC Media 100, 2019

Whisper, the feminine hygiene brand, targeted mothers in this campaign about the link between periods and education.

Bodyform/Libresse: #bloodnormal

Rankings • WARC Effective 100, 2019

Bodyform and Libresse, the feminine hygiene brands, launched a campaign centred on an online video that disrupted taboos about periods in British culture.

Kotex: Let's Move On

Rankings • WARC Effective 100, 2019

U by Kotex (UbK), a feminine care brand, overtook market leaders in Australia by distancing itself from femcare advertising clichés by embracing its lack of importance in consumers' lives.

Bodyform/Libresse: #Bloodnormal

Rankings • WARC Creative 100, 2019

Bodyform and Libresse, the feminine hygiene brands, launched a campaign centred around an online video that disrupted taboos in British culture and went on to connect with women globally by showing period blood in a positive light.

Procter & Gamble Co (Household and domestic)

Article • Euromonitor Profiles, December 2018

This Company Profile from Euromonitor provides key details and analysis of Procter & Gamble.

Procter & Gamble Co (Household & domestic)

Article • Euromonitor Profiles, December 2018

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

Carefree: #VosSabés

Case Study • MMA Smarties, Finalist, LATAM, 2018

Carefree, a brand of pantyliners, used mobile first video ads to reach millennial women in Argentina.

Why Viva La Vulva is the very definition of brand bravery

Opinion • Lucy Aitken, November 2018

Bodyform/ Libresse is rewriting the rulebook – and it’s working, according to WARC’s Managing Editor, Case Studies, Lucy Aitken.

Whisper: Breaking the silence

Case Study • Sohini Das, Aparajita Deshpande, WARC Prize for Asian Strategy, Entrant, 2018

Whisper, a feminine hygiene brand, increased sales among women in India by increasing adoption of pads, particularly in more rural areas.

How to break a taboo: Bodyform/Libresse’s #Bloodnormal

Article • Sam Peña-Taylor, WARC Exclusive, October 2018

Bodyform/Libresse, the global feminine hygiene brand, made a campaign that shocked media owners, whose rejections fuelled the campaign creative to win a Titanium Lion at Cannes.

Kotex: Soft Delivering the Best of Both Worlds

Case Study • MMA Smarties, Finalist, Vietnam, 2018

Kotex, a brand of feminine hygiene products, increased its market share by targeting Vietnamese women on their most used device.