SeeMe, a direct-to-consumer beauty line targeted at women over 50 years old that is made by Procter & Gamble, is tapping nuanced insights to ensure it fully matches the self-perception of its target audience.
After the release of The Future 100 annual trend report in January 2020, news of a novel coronavirus started making headlines – this report tracks the new behaviours, cultural shifts and industry changes stemming from these sudden changes.
Article•
Geoffrey Precourt, WARC COVID-19 Series, May 2020
Philosophy, a skincare and cosmetics brand owned by Coty, has found e-commerce opportunities in the COVID-19 crisis that will last beyond the pandemic.
Case Study•
WARC Awards, Entrant, Effective Social Strategy, 2020
Skincare brand Pond's created a unique conversational commerce campaign to increase sales and boost engagement among its core audience in the Philippines.
Case Study•
WARC Awards, Entrant, Effective Social Strategy, 2020
Pond's, a Philippines-based skincare brand, raised its brand equity among younger consumers through a social media campaign that pioneered Facebook Live's polling ads.
Case Study•
Joy Molan, Rose Van Orden, WARC Awards, Bronze, Effective Use of Brand Purpose, 2020
L'Oréal Paris, the global beauty brand, used a special edition of fashion monthly British Vogue to champion age positivity and reconnect with British consumers.
Case Study•
My Troedsson, Sanna Britsman, WARC Awards, Bronze, Effective Use of Brand Purpose, 2020
Skincare brand SK-II launched a mini-documentary on social media to boost brand awareness among its target audience in China and spark real social change.
Nivea Crème’s performance as a core product is key to owner Beiersdorf’s fortunes, and qualitative testing of an updated, more progressive brand strategy is designed to find new growth among younger audiences unfamiliar with the product.
Article•
Sam Peña-Taylor, Event Reports, IIeX Europe, February 2020
Beiersdorf-owned Nivea creme needed to increase its appeal among younger audiences through a brand refresh and pre-tested the strategy’s written form to create a global position.
Dove, a skincare brand, encouraged new fathers to take their paternity leave in Canada and spend time with their child by documenting five new dads for five weeks.
Instagram reigns supreme for Generation Z when it comes to discovering new looks and trends in the health and beauty sector – but they still crave the in-store buying experience, new research finds.
L'Oréal, a cosmetics company, partnered with fashion magazine Vogue to launch an issue entirely dedicated to, made by and featuring women over 50 to challenge age discrimination.
Case Study•
Jenny Chan, Case Studies on WARC, ROI Festival, October 2019
Olay kicked off a social discussion on age-related taboos and judgment facing older women and urged females to instead pursue their dreams without prejudice.
Case Study•
Eugenia Teo, WARC Media Awards, Entrant, Effective Use of Tech, 2019
Indonesia's brand leader in the men's facial care segment, Pond's Men, increased sales by connecting with its target market through a data-powered campaign.
Procter & Gamble, the consumer-packaged goods manufacturer, is seeking to maintain its focus on consumer insight and brand building in response to COVID-19, and the financial challenges that are likely to follow.
This report summarises the latest research from WARC's Data platform, with a focus on new advertising investment forecasts by product category, which are exclusive to WARC Data clients. Key findings include:
This report summarises the latest research from WARC's Data platform, with a focus on new net advertising investment data by product category, which are exclusive to WARC Data clients from 1st October. Key findings include:
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.
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