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.

Dove’s “Project #ShowUs” drives change in beauty depictions across ads and media

Article • Stephen Whiteside, Event Reports, 4A's Strategy Festival, October 2019

Dove, the beauty line, used its “Project #ShowUs” campaign to provide stock images that embrace female beauty in all its forms.

Pantene: Blend-In

Case Study • James Barnett, WARC Media Awards, Shortlisted, Effective Use of Tech, 2019

Hair care brand Pantene reinvented the approach of its Beautiful Lengths programme to build hair donation momentum and reduce barriers to donating hair in Israel.

TRESemmé: Online to offline success

Case Study • Tricia Cruz, Kitty Faustino, Abhishek Gupta, WARC Media Awards, Shortlisted, Best Use of Data, 2019

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.

TRESemmé: E-Com Detox

Case Study • Ha Tran, Soumya Ranjan Panda, WARC Media Awards, Shortlisted, Effective Use of Tech, 2019

Haircare brand TRESemmé created a dynamic e-commerce campaign to maximise awareness and trial of its new Salon Detox variant in Vietnam.

World Afro Day: The most visible invisible problem

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

World Afro Day, a platform for celebrating afro hair, culture and identity, ignited a cultural conversation around afro hair in the workplace around the world.

Women's Day Marketing-Be more “selfish” and live more poetically

Case Study • SABRE Awards, Asia-Pacific, IN2, Winner, 2019

Procter & Gamble (P&G), a consumer goods corporation, launched a campaign featuring famous poet Vincent Fang that encouraged women in China to treat themselves to hair care products through poetry.

Unilever Male Grooming: Total Men – Be the Coolest Football Zombie

Case Study • Mochammad Iqbal, WARC Prize for Asian Strategy, Entrant, 2019

Unilever tapped into World Cup fever with a contextual content campaign aimed at male football fans to increase sales of its grooming products in Malaysia.

Dove Men+Care: Hair Raising OOH

Case Study • Toni Tiu, Earl Javier, Jessa Bartolabac, WARC Prize for Asian Strategy, Entrant, 2019

Dove targeted Filipino men with an experiential billboard to drive awareness of hair loss, generate talkability and boost sales of its Dove Men+Care range of hair products.

TRESemmé: E-Com Detox

Case Study • Ha Tran, WARC Prize for Asian Strategy, Entrant, 2019

Haircare brand TRESemmé created a dynamic e-commerce campaign to maximise awareness and trial of its new Salon Detox variant in Vietnam.

Livon: Challenging the norms to pave a path of success

Case Study • Nitya Pant, Priyanka Nair, Dhara Pujara, WARC Prize for Asian Strategy, Entrant, 2019

Hair serum brand Livon went from being a leader in the post-shampoo category in India to eventual stagnation, regaining momentum by redefining the space for the millennial, on-the-go consumer.

Clear Men: Be Your Own Champion

Case Study • Ha Tran, WARC Prize for Asian Strategy, Entrant, 2019

Haircare brand Clear Men used a moment-based content approach in Vietnam to strengthen its relevance to male consumers and build stronger RTBs.

Aveda India launch: An immersive brand experience

Case Study • SABRE Awards, South Asia, Fashion & Beauty, 2019

Aveda, a hair care brand, positioned its brand as the leader in the natural haircare segment in India by creating an immersive event that sent key influencers to a spa in the Siswan forest.

Head & Shoulders: Don’t let dandruff have the last word

Case Study • Ozge Arat, WARC Prize for MENA Strategy, Shortlisted, 2019

Anti-dandruff shampoo Head & Shoulders used a holistic, humorous campaign to bring its core equity, anti-dandruff, top of mind and increase sales in the MENA region.

Sunsilk: Hair Talk

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

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

Eleni & Chris Salon Signature Collection

Case Study • Design Business Association, Gold, 2019

Eleni & Chris, a haircare brand, launched its salon professional range of haircare in Norway and Sweden with a branding design that reflected the contrasting personalities of its creators and Scandinavian design.

Head & Shoulders: #GoScalpBrave

Case Study • SABRE Awards, EMEA, Marketing to Men, Gold, 2019

Shampoo brand Head & Shoulders launched a creative platform based on the England football team to drive awareness, engagement and sales of its Men Ultra shampoo in England.

Darling Nigeria: Find Your Beautiful

Case Study • SABRE Awards, Africa & EMEA, Superior Achievement in Brand-Building, Diamond, 2019

Darling, a hair extensions brand, re-launched its brand in Nigeria by creating an influencer-led campaign and redesigning its packaging.

Unilever, Nexxus: Making Nexxus Keraphix as a Platinum Power Player

Case Study • SABRE Awards, North America, Fashion & Beauty, Gold, 2019

Nexxus, the haircare brand, used influences to drive up momentum for its haircare product, which ultimately led to a 6% increase in POS growth in the US.

Clear: NBA app in-game sponsorship

Case Study • Michael Alegre, WARC Awards, Entrant, Effective Content Strategy, 2019

Anti-dandruff shampoo Clear stood out in a cluttered category via an in-app integration within the NBA Live app in the Philippines.

What search reveals about hair care trends

News • 22 April 2019

Haircare brands may be investing in the wrong partnerships, research suggests, as an analysis of search behaviour indicates some obvious candidates result in a decline in category searches.

In-Store Shopper Analytics: Understanding hair care preferences through visual attention

Research Paper • Mariana Monge and Bárbara Lecaros, ESOMAR, Latin America, 2019

ELVIVE, the haircare brand, analyzed shoppers' behavior during its purchase intention processes to refine its marketing strategy in Peru.

Pantene: Beautiful Lengths

Rankings • WARC Media 100, 2019

Pantene, the hair-care brand, revived the Beautiful Lengths campaign in Israel by communicating the opportunity to remove a cancer sufferer from a billboard.