Toiletries & cosmetics

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Whisper: #WingsToFly

Rankings • WARC Media 100, 2019

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

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 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.

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 & 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

Libresse/Bodyform 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.

U by Kotex: Let's move on

Case Study • Giorgia Butler and Heather Sheen, Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards, 2018

U by Kotex (UbK), a feminine care brand, overtook market leaders in Australia by straying away from femcare advertising clichés and embracing its own lack of importance in the lives of its consumers.

Essity Personal Care: The Period Challenge

Case Study • Direct Marketing Association - US, Silver, 2018

Essity, a hygiene and health company, built brand awareness for its feminine hygiene brand Libresse by addressing the taboo around menstruation in sport in Sweden.

Stayfree: The story of a night napkin on social media

Case Study • MMA Smarties, Silver, India, 2018

Stayfree, a female hygiene brand, increased awareness of its night time sanitary product in India by launching an animated demo video to highlight its benefits.

Whisper: Sit Improper

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

Whisper, a feminine hygiene brand, used a campaign that challenged society's expectations of women to connect with young women in India.

U by Kotex: Let's Move On

Case Study • The Communications Council, Gold, Australian Effie Awards, 2018

U by Kotex (UbK), a feminine hygiene brand, produced a TV and social campaign in Australia that broke category conventions by showing that women can achieve cool things, whether they're on their period or not.

How #bloodnormal used creative judo to challenge toxic taboos

Opinion • Margaux Revol, August 2018

Margaux Revol, Senior Strategist at AMV BBDO, reflects on Bodyform’s #bloodnormal initiative that took the Glass Lion Grand Prix at Cannes Bodyform/Libresse (Essity) is a Feminine Care brand with a global presence, but still a challenger, far behind the P&G giants (Always and Tampax), particularly in the UK.

Libresse Panty Liners: Vagina Varsity

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018

Libresse, a brand of feminine hygiene products, increased value share by launching Vagina Varsity, an email campaign that taught women in South Africa about their reproductive health.

Bodyform/Libresse: This is what happens when Whores and Pimps become marketers

Case Study • Marketing Society UK, Excellence Awards, Grand Prix, 2018

Bodyform, a brand of feminine hygiene products, got its company to think and act more boldly than ever before in order to bring to life its purpose and make a meaningful difference to women.

Influencers work out for U by Kotex Fitness

News • 07 June 2018

CHICAGO: U by Kotex Fitness, the feminine care line manufactured by Kimberly-Clark, found success by tapping into the power of influencers and integrated digital content to reach its target audience in the pre-shop phase.

Bodyform/Libresse: Making #bloodnormal

Case Study • YouTube Works for Brands, Best UK Cultural Impact through YouTube, 2018

Bodyform, a feminine hygiene brand, used YouTube to help it launch a powerful film that broke the taboos surrounding periods.

Libresse: Blood Normal

Case Study • SABRE Awards, Diamond Sabre Award For Brand Building, EMEA, 2018

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

U by Kotex Fitness finds power in the pre-shop

Article • Mary Connors, Event Reports, P2P Summit, March 2018

Kimberly-Clark, the health and personal care giant, found that reaching female consumers in the pre-shop phase was vital when launching U by Kotex Fitness.

Bodyform/Libresse: #bloodnormal – This is what happens when whores and pimps become marketers

Case Study • Margaux Revol, Alaina Crystal, WARC Awards, Grand Prix, Effective Use of Brand Purpose, and Evaluation Special Award, 2018

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

Always: 'Girl Emojis' (US)

Rankings • WARC Media 100, 2018

Contains the creative for the 'Girl Emojis' campaign for Always by the agency Starcom in the US.

Bodyform: How a little blood goes a long way

Case Study • Alaina Crystal, Margaux Revol, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2017

Bodyform, the feminine hygiene brand, built an emotional connection with women in the UK aged 18-24 by urging them to not allow blood to hold them back.

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.