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Rejoice: Jeju rose "Mendadak K-Drama"

Case Study • MMA Smarties, Indonesia, Bronze, 2021

Rejoice, the shampoo brand, saw an opportunity to launch affordable Korean-inspired shampoo in Indonesia.

Pantene: Sound of Rambut Maksimal

Case Study • MMA Smarties, Indonesia, Bronze, 2021

Pantene, the hair care product brand, launched new packaging on its product in Indonesia.

Procter & Gamble Co (Toiletries and cosmetics)

Article • Euromonitor Advertiser Profiles, December 2021

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

Head & Shoulders: How it turned brand's biggest disadvantage into advantage

Case Study • MMA Smarties, APAC, Silver, 2021

Head & Shoulders, a hair care brand, launched a campaign in Vietnam to increase its unaided brand awareness.

Clear: From battle to bottle – esports breakthrough

Case Study • MMA Smarties, APAC, Silver, 2021

Clear, a hair care brand, launched a campaign in China to increase brand awareness among men and reach its young male target audience using King Pro League (KPL).

Clear: From battle to bottle – Clear China's eSports breakthrough

Case Study • MMA Smarties, Silver, X (Global), 2021

Clear, a male shampoo brand, launched a campaign in China to increase brand awareness amongst young men, increase recruitment of a young male target audience and drive e-commerce sales growth.

Clear Men: Hijacking live game with real-time prediction

Case Study • MMA Smarties, Silver, X (Global), 2021

Clear Men, a shampoo brand, launched a campaign in Vietnam to create awareness among esports enthusiasts through differentiated brand exposure, engage with the gamer community and entice the community for product trial by making brand exposure shoppable.

Clear: From battle to bottle – Clear China's esports breakthrough

Case Study • John Dawson, Nicholas Short, WARC Media Awards, Shortlisted, Effective Use of Tech, 2021

Clear, a male anti-dandruff shampoo brand, infiltrated e-sports culture to reach its target audience of young Chinese men and drive sales.

Head and Shoulders: 100 Pronunciations, 1 Solution

Case Study • Phong Le, Thoa Kim Tran, Jessica Ruth Biscocho, Dibendu Moulick, WARC Media Awards, Bronze, Effective Use of Partnerships and Sponsorships, 2021

Head & Shoulders, a haircare brand, used the different pronunciations of the brand name in Vietnam to increase brand awareness.

Pantene: The hairy tale

Case Study • AME Awards, Silver, 2021

Pantene, a hair products brand, launched a campaign in Japan to improve brand perception, become a part of the cultural conversation and create unprecedented brand engagement.

Head & Shoulders: Say it proud!

Case Study • AME Awards, Silver, 2021

Head & Shoulders, a hair care brand, launched a humorous campaign in Indonesia which focused on common mispronunciations of the brand’s name.

Dove: Dove Hair x Google – Future-proofing first party data

Case Study • Tricia Cruz, Kitty Faustino, Oscar Maalihan, Giulia Alivia, Loren Saguil, WARC Media Awards, Bronze, Best Use of Data, 2021

Personal care brand Dove created its own audience modelling tool to leverage its first-party data in the Philippines in preparation for a cookie-less future.

L'Oréal: Salon solidarity programme

Case Study • SABRE Awards, South Asia, Gold, 2021

L'Oréal, a beauty products brand, launched initiatives in India to ensure salons and professionals were prepared for the arrival of consumers as restrictions lifted amidst the coronavirus pandemic.

Parachute Advansed: Strong hair, strong bonds

Case Study • Madiha Chowdhury, Shadman Shakib, Sohieb Murtuza, WARC Awards for Asian Strategy, 2021

Parachute Advansed, a haircare brand, launched a campaign in Bangladesh to resonate with younger consumers.

Cream Silk: #RichnessOfNature digital takeover

Case Study • Loren Saguil, Carlos Corrales, Jerika Vilan, Nathan Adriano, Kitty Faustino, WARC Awards for Asian Strategy, 2021

Haircare brand Cream Silk built a strong digital ecosystem to re-establish itself and reinforce its presence in the minds of its target audience in the Philippines.

Sunsilk: #IniSaatKita (This is Our Time)

Case Study • Nazirah Ashari, Judy Wong, Jin Wong, Yee Hui Tsin, WARC Awards for Asian Strategy, 2021

Haircare brand Sunsilk boosted engagement among Gen Z women in Malaysia with an influencer-led digital educational platform on female empowerment.

H&S: The Chase

Case Study • Julia Blomquist, WARC Awards for Asian Strategy, 2021

Anti-dandruff shampoo Head & Shoulders grew engagement, awareness and sales in Japan with a brand repositioning and new animated spokesman, Ando, on TV, digital and social media.

Cream Silk: #ConditionedForGreater

Case Study • Loren Saguil, Carlos Corrales, Jerika Vilan, Nathan Adriano, Kitty Faustino, WARC Awards for Asian Strategy, 2021

Cream Silk, the leading conditioner and haircare brand in the Philippines, activated a purpose-based campaign across high-reach platforms to increase preference and strengthen equity among Filipina consumers.

Clear: From Battle to Bottle – Clear China's eSports breakthrough

Case Study • John Dawson, Nicholas Short, WARC Awards for Asian Strategy, 2021

Clear, the shampoo for men, integrated into the culture of eSports with its Battle Rankings campaign to connect with young men in China.

L'Oréal: Beyond fifty shades of black

Case Study • Suchismita Ganguli, Kanika Saxena, Aditya Mhatre, Neerja Goswami, Rajesh Sharma, WARC Awards for Asian Strategy, 2021

Hair colour brand, L'Oreal Casting Creme, encouraged women to choose their own shade and own their individuality with the Beyond Fifty Shades of Black campaign in India.

Parachute Advansed Hot Oil: #Champibeats

Case Study • Sampath Daniel, Himanshu Jha, Disha Chatlani, WARC Awards for Asian Strategy, 2021

Haircare brand Parachute Advansed Hot Oil capitalised on a TikTok trend to encourage consumers across India to interact with the brand via the timeless practice of giving a head massage with oil.

Clear: Make the CLEAR upgrade in gaming

Case Study • Loren Saguil, Kevin Ty, April Lagua, WARC Awards for Asian Strategy, 2021

Anti-dandruff haircare brand Clear Men partnered with a local gaming agency in the Philippines to raise brand awareness and position itself as top-of-mind in the gaming space.

Dove: My hair, my say

Case Study • Loren Saguil, Tricia Cruz, WARC Awards for Asian Strategy, 2021

Haircare brand Dove Hair crafted its first ever purpose-driven music-based campaign to strengthen its messaging, arrest market share decline and reclaim ownership of the damage care category in the Philippines.

Rejoice: Non-scripted documentary – the beauty of age 18 is only for once

Case Study • SABRE Awards, APAC, Gold, 2021

Rejoice, a hair care brand, launched a documentary video around exam season in China to raise awareness of the pressure young students are under and to show them they should still take care of themselves, and their hair, during this time.

Pantene: Grey on Grey

Case Study • APG (UK), Entrant, 2021

Pantene, a shampoo brand, launched a campaign in the UK to increase share growth and empower women to unapologetically embrace their grey hair.

Global Ad Trends: Ad Investment 2021/22

Data • James McDonald, Cinzia Petio, Rob Clapp, WARC Data, July 2021

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment by market, media, format and product category this year and next. Key findings include:
What’s working in luxury

Article • WARC Category Intelligence, April 2021

Global strategies, campaign updates and trends in the luxury category.
Procter & Gamble outlines new consumer habits that will survive the pandemic

Article • Stephen Whiteside, WARC Exclusive, January 2021

Procter & Gamble, the consumer packaged goods manufacturer, believes that a variety of habits that have taken root during the COVID-19 pandemic will have long-term staying power.
From sustainability to purpose in beauty

Article • Euromonitor , Research on WARC, March, 2021

As consumer awareness of social and environmental issues increases, steps to improve the beauty industry’s environmental footprint are progressing at a faster pace.
Wellness redefined: Fostering wellbeing through digitalisation and technology

Article • Euromonitor Strategy Briefings, February 2021

Examines the intrinsic link between digitalisation and technology and the evolution of wellness.
What's working in cosmetics and beauty aids

Article • WARC Category Intelligence, July 2019

Global strategies, campaign updates and trends in the cosmetics and beauty aids category.