Toiletries & cosmetics

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Hair care in the US

Article • Euromonitor Strategy Briefings, May 2018

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

What's working in hair care

Article • WARC Category Intelligence, March 2018

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

Hair care in Asia Pacific

Article • Euromonitor Strategy Briefings, February 2017

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.

Livon: Salon in a bottle

Case Study • Nitya Pant, Priyanka Nair, Dhara Pujara, WARC Prize for Asian Strategy, Entrant, 2018

Livon, a hair-care brand, used a TV ad and digital media campaign to connect with young people in India and increase sales.

P&G Indonesia: Creating a Song for Forgiveness this Ramadan

Case Study • Mala Ilmalana, Sharan Sood, WARC Prize for Asian Strategy, Entrant, 2018

P&G, the manufacturer of family, personal and household care products, produced a song at Ramadan to increase share across all categories in Indonesia.

Nihar Shanti Amla: Pathshala Funwala – Democratising English in rural India

Case Study • Pranoy Kanojia, Yudhishthir Agrawal, WARC Prize for Asian Strategy, Entrant, 2018

Indian hair oil brand Nihar Shanti Amla grew equity, engagement and reach with an English language education programme.

Rejoice: am/pm

Case Study • Anand Saluja, Arindam Bhattacharyya, WARC Prize for Asian Strategy, Entrant, 2018

Shampoo brand Rejoice used custom elevator posters and LCD screens to appeal to millennial women and regain market share in China.

Pantene: Anti-Lepek – Winning with glocalisation

Case Study • Mala Ilmalana, Neha Bansal, Sharan Sood, WARC Prize for Asian Strategy, Entrant, 2018

Hair care brand Pantene created a new category within hair care in Indonesia to increase its market share.

Coty: Sebastian - Twisted

Case Study • European Association of Communications Agencies, Bronze, 2018

Sebastian International, a hair care brand, increased sales of its Twisted products for curly hair across Europe by breaking category conventions with curly hair crash tests.

UNILEVER PHILIPPINES: #WearTheCrown with Cream Silk

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

Cream Silk, a hair care brand, strengthened its association with the Miss Universe pageant, despite not being a sponsor, with a real-time Twitter campaign in the Philippines.

Procter & Gamble: Content Darwinism

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

Procter & Gamble, a multi-national consumer goods corporation, created a different approach to content measurement and optimisation to better evaluate the effectiveness of its content in the UK.

Unilever: Dove Dry Shampoo

Case Study • Direct Marketing Association - US, Runner Up, 2018

Unilever, a transnational consumer goods company, promoted its Dove brand’s dry shampoo product in Russia by utilising government datasets to produce a targeted campaign at women whose hot water had been turned off during summer.

UNILEVER PHILIPPINES: SUNSILK CHEERKADA

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

Sunsilk Philippines, a haircare brand produced by consumer goods company Unilever, created videos surrounding three common New Years resolutions to encourage young girls in the Philippines to achieve their goals.

Dove: Dry Shampoo

Case Study • MMA Smarties, Gold, Global, 2018

Dove, the personal care brand, raised awareness and sales of its dry shampoo product in Russia by targeting women when they needed it the most.

L'Oréal Paris: Magic Retouch – Making the Elder Proud

Case Study • MMA Smarties, Finalist, Global, 2018

L'Oréal, a cosmetics brand, used a dancing competition to connect to its target audience and promote its hair dye in China.

Procter & Gamble: Unlock the amazing Winter Olympic experience together

Case Study • SABRE Awards, In2 APAC, Advertising - Broadcast, Digital or Print, 2018

Procter & Gamble (P&G), a consumer goods corporation, launched a campaign connecting Olympic popularity with its portfolio of brands, creating fun consumer engagement to drive sales in China.

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.

Why partnerships are essential for L'Oréal's e-commerce strategy

Article • Stephen Whiteside, Event Reports, Cannes Lions, June 2018

L'Oréal, the beauty company, is using partnerships to advance its e-commerce agenda in different ways.

L'Oréal’s e-commerce success formula

Article • Stephen Whiteside, Event Reports, Cannes Lions, June 2018

L'Oréal, the beauty company, is building an e-commerce playbook that is helping it succeed in this increasingly valuable arena.

The future e-commerce trends catching L'Oréal's eye

Article • Stephen Whiteside, Event Reports, Cannes Lions, June 2018

L'Oréal, the beauty company, believes e-commerce is essential for its future growth, and is thus attempting to prepare for the next wave of innovation in this space.

How consumers’ media usage creates synergy in advertising campaigns

Research Paper • Nathalie Dens, Patrick De Pelsmacker, Peter Goos, Leonids Aleksandrovs and David Martens, International Journal of Market Research, Vol. 60, No. 3, 2018, pp. 268-287

This study proposes a novel methodology, mixture-amount modeling (MAM), to investigate cross-media advertising synergy based on consumers' media usage.

L'Oréal Paris: Joy of Colouring

Case Study • Rajesh Sharma, Neerja Goswami, Suchismita Ganguli, WARC Awards, Entrant, Effective Social Strategy, 2018

Cosmetics company L'Oréal used a four-stage campaign in India to allay fears among women about the negative effects of hair colouring products.

Barba Men’s Grooming Boutique: Strands for Trans

Case Study • Effie Worldwide, Bronze, North American Effies, 2018

Barba Men's Grooming Boutique, a barbershop, launched a campaign during Pride to highlight the hatred that transgender people in the US experience when simply getting a haircut.

Unilever – Dove, Suave, Caress, Ponds, Tresemme, Degree: Treat Yourself

Case Study • Effie Worldwide, Bronze, North American Effies, 2018

HEB, the US supermarket, encouraged Hispanic women to change their shopping habits by introducing Unilever products via targeted digital media.

Dove: Dry Shampoo

Case Study • MIXX Awards, Gold, Programmatic Advertising, 2018

Dove, a personal care brand, launched its Dry Shampoo campaign in Russia to increase consumer awareness.

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.
Beauty survey: Evolution of beauty routines becomes a key innovation driver

Article • Euromonitor Strategy Briefings, January 2017

This paper outlines the findings from Euromonitor International's Beauty survey, which drew from 1000 online consumers in 20 markets and concludes that the diversity of global beauty routines creates expansion opportunities.
Global luxury goods trends report

Article • Euromonitor Strategy Briefings, April 2016

This report discusses the future of the global luxury goods industry, including changes in key markets, the impact of luxury wearables and how brands are looking for more meaningful 'luxury experiences'.