Toiletries & cosmetics

Article • WARC Category Intelligence, August 2019

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

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.

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.

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.

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.

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.

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: 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.