Toiletries & cosmetics

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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.

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.

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.

Issue: Mrs

Rankings • WARC Effective 100, 2019

Issue, the hair colour brand, embraced the rollercoaster of emotions for Argentinian women experiencing being called Mrs instead of Miss by showing them that its hair dye is the only reaction that can make them feel good.

Colorista: Colorista

Rankings • WARC Effective 100, 2019

L'Oréal Paris, a beauty brand, rebranded its Colorista hair dye as hair makeup to appeal to young women across France, Ukraine, and Russia.

Clear: Making Shampoos an Office Supply

Rankings • WARC Effective 100, 2019

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

Clear: Real-Time Multi-Screen Sports Sync

Case Study • Kel Alegre, Nol Christian Calimbahin, Loren Saguil, WARC Media Awards, Entrant, Effective Use of Tech, 2018

Clear Shampoo launched its Real-Time Multi-Screen Sports Sync campaign in the Philippines for its hero variant, Clear Men Anti-Dandruff Shampoo, Cool Menthol Sport.

Bajaj Almond Drops: Sliding into the Guinness World Record

Case Study • Kavita Acharekar, Nirmal Desai, Prasad Patwardhan, Maitri VJ, WARC Media Awards, Entrant, Effective Channel Integration, 2018

Bajaj Almond Drops, the leading brand in the hair oil market in India, decided to gain market share by setting a new Guinness World Record, which would demonstrate the importance of the traditional habit of hair oiling engagingly and interestingly.

Cream Silk: Customised Solutions

Case Study • John Obaldo, Loren Saguil, Angelica Banzon, WARC Media Awards, Entrant, Best Use of Data, 2018

Hair care brand Cream Silk used Facebook's propriety clustering algorithm, Mindsights, to create more relevant brand communications and drive functional superiority among its target audience in the Philippines.

Dove Dry Shampoo

Case Study • Artyom Khokhlov, WARC Media Awards, Entrant, Best Use of Data, 2018

Dove, the global beauty brand, successfully launched its new dry shampoo product in Russia through high-precision targeting to gain high reach and involvement.

Cream Silk: #WearTheCrown

Case Study • John Obaldo, Loren Saguil, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2018

Local hair care brand Cream Silk used Twitter to stand out and win share of voice during the Miss Universe competition in the Philippines.

Clear: NBA Live in-game sponsorship

Case Study • Kel Alegre, Nol Christian Calimbahin, Loren Saguil, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2018

Anti-dandruff shampoo Clear changed its brand proposition and used its sponsorship of the NBA Live app to increase brand awareness of its Cool Sport hero variant, and drive engagement in the Philippines.

Sedal: Sedal by Yuya

Case Study • MMA Smarties, Bronze, LATAM, 2018

Sedal, a hair care brand, partnered with YouTube influencer Yuya, to reach teenage girls in Argentina.

Sunsilk: #Habamazing Summer AR Promo

Case Study • Tricia Cruz, Kitty Faustino, WARC Media Awards, Shortlisted, Effective Use of Tech, 2018

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

Clear Men: World Cup Winning Moments

Case Study • Mimmie Ong, Peeyush Shekhar, Essy Prita Cinta, WARC Media Awards, Bronze, Effective Use of Tech, 2018

Shampoo brand Clear Men Anti-Dandruff ran a mobile campaign in Indonesia to generate brand awareness and increase engagement among its target audience of 18- to 34-year-old sport-minded males.

Head & Shoulders: Steal your boyfriend's shampoo

Case Study • Matylda Tomaszewicz, Maja Konieczka, WARC Media Awards, Bronze, Effective Channel Integration, 2018

P&G shampoo brand Head & Shoulders used a multi-channel campaign led by footballer brand ambassador Robert Lewandowski and his wife to appeal to female customers in Poland.

Dove Shampoo: Dove Dare

Case Study • Mara Magsanoc, WARC Media Awards, Shortlisted, Effective Channel Integration, 2018

Haircare brand Dove Hair reignited brand love in the Philippines through a campaign using programmatic and social media.

Pantene: Beautiful Lengths

Case Study • Gilad Kat, WARC Media Awards, Silver, Effective Channel Integration, 2018

Hair care brand Pantene in Israel decided to revitalise its Beautiful Lengths campaign, a global charity drive that enables people to donate hair for women who have lost their own due to cancer treatment.

Profiting: The Prophecy for Qualitative/Quantitative Fusion

Research Paper • Omnia Holland and Danielle Holland, ESOMAR, Fusion, 2018

Omnicom, a boutique research firm in Australia, combined qualitative and quantitative research methods in the hair and beauty industry to streamline the research process.

Competitive strategies in luxury goods

Article • Euromonitor Strategy Briefings, November 2018

Looks at the state of play for luxury corporates, as well as the competitive landscape and competitive outlooks.
The Future 100: Trends and change to watch in 2019

Article • J Walter Thompson Intelligence, Research on WARC, December, 2018

This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.
How L'Oréal Paris UK True Match climbed to No.1 by making everyone feel 'Worth it'

Case Study • Emily Ellis, David Frymann and Vasileios Kourakis, Institute of Practitioners in Advertising, Gold, IPA Effectiveness Awards, 2018

L'Oréal Paris, a beauty brand, increased its UK range of foundations to 23 shades to promote a more diverse and inclusive approach to beauty.
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.
Bodyform/Libresse: #bloodnormal – This is what happens when whores and pimps become marketers

Case Study • Margaux Revol, Alaina Crystal, WARC Awards, Grand Prix, Effective Use of Brand Purpose, and Evaluation Special Award, 2018

Bodyform, the feminine hygiene brand, used a digital film to break taboos and connect with women globally.