Toiletries & cosmetics

Article • Euromonitor Strategy Briefings, August 2019

A regional overview of hair care in Asia Pacific with an analysis of leading companies and brands, in addition to country snapshots and forecasts for the future of the category.

What's working in hair care

Article • WARC Category Intelligence, August 2019

Global strategies, campaign updates and trends in the hair care category.

Hair care in the US

Article • Euromonitor Strategy Briefings, June 2019

Offers a category analysis of hair care in the US, including company profiles, market data and key trends and developments.

Pantene: Break-Up Salon

Case Study • Owen Smith, WARC Prize for Asian Strategy, Shortlisted, 2020

Hair care brand Pantene leveraged China's Singles' Day shopping event to get consumers' attention with their Breakup Salon brand experience.

How Bevel builds an authentic grooming brand for Black men

News • 12/08/2020

Bevel, a grooming brand made by Walker & Co. to address the personal-care needs of Black men, has built equity with its target audience through a focus on authenticity, passion and purpose.

Bevel grooming products stand up to specific needs of Black male consumers

Article • Geoffrey Precourt, Event Reports, ANA Brand Building Conference, July 2020

Bevel, the grooming brand made by Walker & Co., successfully tapped into a gap in the market when it came to meeting the distinct personal-care needs of Black men.

Clear: Abtal El Shawarea' (The Stars on the Streets)

Case Study • Yasmin Shehab, Tahaab Rais, WARC Prize for MENA Strategy, Entrant, 2020

Shampoo brand Clear boosted brand favourability and awareness through a football-centred initiative in Egypt.

Hair care in the US

Article • Euromonitor Strategy Briefings, June 2020

Offers a category analysis of hair care in the US, including company profiles, market data and key trends and developments.

Boost for beauty sector as Americans get glammed up during lockdown

News • 09/06/2020

US consumers splashed out billions of dollars during the country’s widespread lockdown to make sure they looked their best, according to data from research agency Nielsen.

Darling X LFW19

Case Study • SABRE Awards, Gold, Africa, 2020

Darling, a hair extensions brand, promoted its brand in Nigeria by becoming an official partner of Lagos Fashion Week.

Dove Hair: My Hair My Crown

Case Study • SABRE Awards, Gold, North America, 2020

Dove, a personal care brand, elevated Dove Hair's brand equity in the US through a product-agnostic campaign designed to spark a national dialogue around broadening the narrow definition of beautiful hair.

Dove: The CROWN Act

Case Study • SABRE Awards, Gold, North America, 2020

Dove, a toiletries brand, co-founded the CROWN Coalition to expand legal projections for black women who choose to wear their natural hair texture to help stop discrimination in the workplace in the US.

Unilever Clear: Abtal El Shawarea’ (Stars on the Streets)

Case Study • AME Awards, Silver, 2020

Clear, a shampoo brand, boosted brand favourability and awareness through a football-centred initiative in Egypt.

We’re all getting the lockdown look – but which one is it?

News • 06/05/2020

There’s conflicting evidence from the beauty and personal care sector about all of our personal habits during lockdown.

Unilever Malaysia: Unilever Makes You The Steadiest Football Zombie

Case Study • Chiann Yi Cheah, Galen Lau, Victoria Kovalan, WARC Awards, Shortlisted, Effective Social Strategy, 2020

FMCG brand Unilever boosted sales of its male grooming products and brand engagement among male football fans in Malaysia.

TRESemmé: Online to offline success

Case Study • Tricia Cruz, Kitty Faustino, WARC Awards, Entrant, Effective Innovation, 2020

Hair care brand TRESemmé used polygon mapping and rich-media programmatic to target fashion- and beauty-driven millennial women and launch its Detox and Nourish range in the Philippines.

Clear: Wait for my rock!

Case Study • Ma Miaojun, Xiong Ying, Wu Shufeng, Yu Junqiu, WARC Awards, Entrant, Effective Innovation, 2020

Clear shampoo's traditional education-based marketing strategy was not reaching Chinese Gen Z consumers so it partnered with a popular programme on the iQiyi video platform to run a campaign focused on individualism.

Dove: My Hair, My Say

Case Study • Toni Tiu, Jessa Bartolabac, Maan Bernardino-Dominguez, Mai Manzano, WARC Awards, Entrant, Effective Use of Brand Purpose, 2020

In the Philippines, hair brand Dove challenged traditional ideals of beauty in order to kickstart stagnant growth.

Sunsilk: #Habamazing Summer AR Promo

Case Study • Tricia Cruz, Kitty Faustino, WARC Awards, Entrant, Effective Innovation, 2020

Sunsilk, a popular haircare brand in the Philippines, developed an augmented reality (AR) promotional campaign, #Habamazing Summer, to grow its variant, Strong and Long.

Sunsilk: Be #ExtraReady Tap Tap Game

Case Study • Tricia Cruz, Kitty Faustino, WARC Awards, Entrant, Effective Innovation, 2020

Sunsilk, a shampoo brand in the Philippines, used a campaign that integrated music and gaming to stand out in a cluttered market.

Clear: Abtal El Shawarea' (The Stars on the Streets)

Case Study • Yasmin Shehab, Tahaab Rais, WARC Awards, Silver, Effective Use of Brand Purpose, 2020

Shampoo brand Clear boosted brand favourability and awareness through a football-centred initiative in Egypt.

Sunsilk: Hair Talk

Rankings • WARC Effective 100, 2020

Sunsilk, a haircare brand, connected with its millennial audience in Thailand thanks to a viral film which prompted the brand's 13.1% growth.

Head & Shoulders: Helmet Hijack

Rankings • WARC Media 100, 2020

Shampoo brand Head & Shoulders drove sales in Vietnam by confronting people with the reality of dandruff.

Pantene: Blend-In

Rankings • WARC Media 100, 2020

Hair care brand Pantene rejuvenated its Beautiful Lengths programme in Israel by showing people the value of a normal life.

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.