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: 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.

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.

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

News • 06 May 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.

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: 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.

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.

YouGov Ad of the Month – UAE: Sunsilk

Opinion • BrandIndex, January 2020

Hair care brand Sunsilk achieved the biggest uplift in Ad Awareness in the UAE in December. Sunsilk’s ‘Rethink Pink’ campaign has struck a chord with UAE residents, especially women.

Beauty disruptor series: Innovation in Americas

Article • Euromonitor Strategy Briefings, December 2019

Explores the framework for disruption in the context of emerging beauty and personal care brands in the Americas.

L'Oréal Matrix: Club Matrix – A category defining programme

Case Study • Data and Marketing Association, Silver, 2019

L'Oreal Matrix, a haircare brand, built better relationships with salons in the UK by launching a platform that connected stylists and showcased new products.

Procter & Gamble Co (Toiletries and cosmetics)

Article • Euromonitor Profiles, November 2019

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

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.

Clear Men: We know when you're going to say cheers next

Case Study • Ha Tran, Jamie Wang, Thanh Vo, Soumya Ranjan Panda, WARC Media Awards, Entrant, Effective Use of Tech, 2019

Shampoo brand Clear Men created a variant with beer as key ingredient to appeal to men in Vietnam and promoted it programmatically via online display, video and social media ads.

Clear Men: Data Driven Emotion Mapping

Case Study • Soumya Ranjan Panda, Ha Tran, WARC Media Awards, Entrant, Best Use of Data, 2019

Shampoo brand Clear Men conducted a TV, digital and out-of-home campaign, #BeYourOwnChampion, built around the 2018 FIFA World Cup, to connect with men in Vietnam.

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.

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.

Head & Shoulders: Helmet Hijack

Case Study • James Barnett, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2019

Anti-dandruff brand Head & Shoulders revved up sales in Vietnam thanks to an innovative motorbike-based action.