Toiletries & cosmetics

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What's working in hair care

Article • WARC Exclusive, March 2018

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

Hair care in the US

Article • Euromonitor Strategy Briefings, May 2017

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

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.

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.

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.

Find and accelerate revenue growth for brands: A new take on the brand purchase funnel framework

Research Paper • YeeMei Chan, Hernan Sanchez and Kimberley Hiu, ESOMAR, APAC, 2018

Kantar, the Data Investment Management division at WPP, designed a new framework for the brand purchase funnel in Asia in order to leverage the power of consumer data and turn it into impactful marketing results.

Pantene: Beautiful Lengths

Case Study • Gilad Kat, Guy Melzack, WARC Awards, Silver, Effective Use of Brand Purpose, 2018

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

Pantene Gold Series Launch Initiative

Case Study • SABRE Awards, Product Reviews (Earned), In2, 2018

Pantene, a hair care brand, launched an earned-led media campaign in the US to promote its product to, and engage with, consumers of African ancestry.

Cream Silk's Miss Universe Twitter Takeover

Case Study • Angelica Banzon, WARC Media Awards, Entrant, Best Use of Data, 2017

Hair conditioner brand Cream Silk Philippines garnered the highest share of voice during the 2016 Miss Universe pageant and exceeded all industry benchmarks on engagements.

Sunsilk Cheerkada: From #HairGoals to Life Goals

Case Study • Kristine Faustino, WARC Media Awards, Entrant, Best Use of Data, 2017

In the highly competitive hair category, Sunsilk Philippines needed to safeguard its market share implementing a motivational campaign which was relevant to its target audience.

Connecting the dots for All Things Hair

Case Study • Marco Antoni Lazaro, WARC Media Awards, Shortlisted, Best Use of Data, 2017

Content hub All Things Hair continued to be the number-one hair-care resource in the Philippines by building a stronger relationship with its audience.

TRESemmé Runway Ready: Turning social currency into social commerce

Case Study • Earl Javier, Audrey Perez and Maan Bernardino, WARC Media Awards, Shortlisted, Effective Channel Integration, 2017

TRESemmé, a premium hair-care brand under the Unilever portfolio, achieved unprecedented growth in the Philippines by creating a digital ecosystem linked to the Runway Ready event.

Livon Hair Gain: How to use guided meditation to achieve research nirvana

Research Paper • Gauri Malhotra, Vivian Gonsalves, Sushma Panchawati and Devika Johar, ESOMAR, Global Qualitative, November 2017

Livon Hair Gain Tonic, a hair regrowth solution for men, examined how guided meditation can be used as an alternative approach for studying implicit associations in India.

Clear: Win the game ahead of the game

Case Study • Gill Lin, Eric Yang and Cathy Yang, WARC Prize for Asian Strategy, Entrant, 2017

Clear Men, a shampoo brand, connected with men aged 20-39 in Taiwan and increased sales with a social media campaign centred around baseball.

Parachute Advansed: Celebrate Your Roots

Case Study • Madison Media, WARC Prize for Asian Strategy, Entrant, 2017

Beauty brand Parachute Advansed used a multichannel strategy based around the festivals of Diwali, Holi and Onam, to rekindle the lost tradition of hair-oiling among a new generation in India.

Dove: #ChangeTheRhyme – From insight to inspiration to impact

Case Study • Rituparna Dasgupta, Charul Tomar, Nithya Ravi, Aakanksha Verma et al., WARC Prize for Asian Strategy, Entrant, 2017

Beauty brand Dove built an online campaign around an old nursery rhyme to broaden the definition of beauty in the Indian market.

Special Care For Active Kids – Johnson's Baby Active Shampoo launch

Case Study • Sanketa Kapse, WARC Prize for Asian Strategy, Entrant, 2017

Johnson's Baby, the personal care brand, launched a new shampoo for kids aged 2-10 in India, using digital and social media ads.

Vatika: Shield of Dignity

Case Study • Rahul Arora, WARC Prize for Asian Strategy, Entrant, 2017

Indian hair care brand Dabur Vatika boosted visibility and brand engagement by offering a collapsible changing tent to women at the Kumbh Mela festival.

How Clear made shampoos an office supply in Japan

Case Study • Shantanu Dasgupta, Hui Chong Yong, WARC Prize for Asian Strategy, Gold and Asia First Special Award, 2017

Clear, a shampoo brand, increased sales to men in Japan by promoting its hair-health benefits through businesses.

P&G Shining Everyday campaign

Case Study • MMA Smarties, Silver, Vietnam, 2017

P&G, a multi-national consumer goods corporation, launched a campaign in Vietnam to increase customer engagement, interaction and purchase.

Clear: The coolest mobile microsite for millennials

Case Study • MMA Smarties, Finalist, 2017

Clear Shampoo, an anti-dandruff shampoo brand, launched a campaign in Vietnam to engage with and win back its customers.

Romano puts awkwardness behind the screen, to bring compliments to men

Case Study • MMA Smarties, Finalist, 2017

Romano, a male grooming brand in Vietnam, launched a campaign to engage consumers and raise brand awareness.

Clear: GIBI – An engaging app to build user profiling for potential consumers

Case Study • MMA Smarties, Finalist, 2017

Unilever, a consumer goods company, launched a campaign in Vietnam to redefine its penetration growth model.

Clear: Unleash the power of nine herbs

Case Study • MMA Smarties, Bronze, Vietnam, 2017

Clear Shampoo, an anti-dandruff shampoo brand, launched a campaign in Vietnam to increase consumption and market share of its new product, Clear Herbal.

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.
Beautifully effective: How Dove turned cultural resonance into ROI

Case Study • Marie Maurer, Institute of Practitioners in Advertising, Silver, Best Dedication to Effectiveness - Unilever (The Simon Broadbent Prize), Best Commercial Effectiveness for Good (President's Prize), IPA Effectiveness Awards, 2016

This case study shows how Dove, a personal care brand, successfully translated a brand purpose campaign in the US into a sales increase.
Dove: Choose beautiful

Case Study • Cannes Creative Lions, Creative Effectiveness Lions, 2016

This case study describes how Dove, a personal care brand owned by Unilever, used creativity to change women's beliefs about themselves.
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'.