Toiletries & cosmetics

P&G Olay: Olay Women's Day 2019

Case Study • SABRE Awards, Asia-Pacific, Fashion & Beauty, Gold, 2019

Olay, a skincare brand, created a campaign for Women’s Day that showed age as a series of fearless stories to encourage brand interest.

Pond's Men: Bodybuilder

Case Study • Nayantara Atal, Sumegha Rao, Benoit Wiesser, WARC Prize for Asian Strategy, Shortlisted, 2019

Skincare challenger brand Pond's Men leveraged a new way of thinking to shake up a tired category and reverse declining sales in Indonesia.

The key to Gen Z shoppers? Offline experiences with digital touches

News • 23 August 2019

Gen Z may be the first generation of digital natives, but insight from AS Watson Group shows that in the beauty category they predominantly prefer in-store shopping.

L'Oréal taps China for omnichannel lessons

News • 20 August 2019

China represents the future of commerce, according to the chief digital officer at L’Oréal China: it’s a place where brands can learn, experiment and grow in the omnichannel space.

China transforms L’Oreal’s omnichannel approach to beauty

Article • Anna Hamill, Event Reports, Vivatech, May 2019

L’Oreal Group is the market leader for digital beauty in China, where its approach is offering lessons for the rest of the category.

Bio Oil: #UnstretchedJourney

Case Study • SABRE Awards, South Asia, Superior Achievement in Measurement and Evaluation, 2019

Bio-Oil, a scar and stretchmark product, told the pregnancy experiences of Indian celebrity mothers, and the support that made sure they had an #Unstretched Journey, which led to a sales increase in India.

YouGov Ad of the Month – US: Coppertone

Opinion • BrandIndex, July 2019

This month, the brand with the highest uplift in Ad Awareness in the US is suncare brand Coppertone. Coppertone is heating up its advertising strategy for the summer season with social media partnerships that highlight its shimmery sunscreen Coppertone Glow.

Mary Kay Inc (Beauty and Personal Care)

Article • Euromonitor Profiles, June 2019

This Company Profile from Euromonitor provides key details and analysis of Mary Kay Inc.

Are Korean cosmetics losing their allure for Chinese consumers?

News • 20 June 2019

Chinese consumers may be falling out of love with Korean beauty products, as local brands and Japanese products make in-roads into the sector.

The world's best FMCG campaigns and companies 2019

Rankings • Rankings Articles, May 2019

Looks into which FMCG campaigns, along with the agencies that have worked on FMCG campaigns, have performed best over the past year.

Fair & Lovely: Beauty Hub

Case Study • Mikhal Anindita, Putri Rachiemnys, WARC Awards, Entrant, Effective Content Strategy, 2019

Skincare brand Fair & Lovely (FAL) used content, TV and OOH ads to connect with women in rural Indonesia.

FANCL: Say No to Preservatives

Case Study • Peggy Hsieh, Hope Tseng, Peggy Chen, WARC Awards, Entrant, Effective Content Strategy, 2019

FANCL, a skincare brand, used social media to promote its products as preservative free in Taiwan and increase sales.

Pond's: #LetsClay

Case Study • Jerika Vilan, Alexandra Marie Santos, Martin Laurel, WARC Awards, Entrant, Effective Content Strategy, 2019

Skincare brand Pond's courted millennials and Gen Z consumers with a digital and PR campaign to launch its clay cleanser range and start a new beauty trend in the Philippines.

Clean & Clear: Teen skin? Always on teens' minds!

Case Study • Toru Jhaveri, Natasha Bohra, Nandan Majumdar, WARC Awards, Entrant, Effective Use of Brand Purpose, 2019

India's premier teen skin care brand, Clean & Clear, used a disruptive on- and offline campaign to grab the attention of teens, and win over both potential entrants and existing users.

Dove Skin Cleansing: Content innovation via precision marketing

Case Study • Lorena Leonen, WARC Awards, Entrant, Effective Innovation, 2019

Dove Skin developed a data-driven campaign to transform its marketing efforts, increase relevance among consumers and drive sales in the Philippines.

Mapping brand similarities: Comparing consumer online comments versus survey data

Research Paper • Marco Vriens, Song Chen and Chad Vidden, International Journal of Market Research, Vol. 61, No. 2, 2019, pp. 130-139

Online consumer behavior has become a valuable and viable source of consumer insights. Consumer comments in online forums, or discussion groups, have proven useful as a source to extract brand similarity data from.

SK-II: The Marriage Market Takeover: How giving ‘leftover’ women in China a voice transformed a luxury skin care brand

Rankings • WARC Effective 100, 2019

SK-II, the Japanese luxury skincare brand owned by P&G, gave a voice to the 'leftover women' of China, and opened a dialogue around the societal standards placed on women.

Neutrogena finds the beauty in product personalization

Article • Stephen Whiteside, Event Reports, CES 2019, January 2019

Neutrogena, the beauty brand owned by Johnson & Johnson, is using personalization as a means to provide innovative products and build deeper ties with its customers.

P&G expands its multicultural portfolio

News • 14 December 2018

Procter & Gamble, the FMCG giant, has taken a significant step to expand its multicultural personal care business by acquiring Walker & Co., a start-up that specialises in razors, lotions and shampoos targeted at African-Americans.

Pond's: Re-writing the influencer playbook

Case Study • Mikhal Anindita, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2018

Beauty brand Pond's used an influencer strategy to launch a new skincare product in Indonesia.

Neutrogena: One Wipe Away

Case Study • MMA Smarties, Finalist, LATAM, 2018

Neutrogena, a brand of skin care, hair care and cosmetics, increased sales and purchase intent of its makeup wipes in Argentina by launching bad makeup tutorials to show how Neutrogena's wipes could help.

Vaseline: Purple – The Non-Human Data Scientist

Case Study • Rituparna Dasgupta, Vineet Nair, Mahendra Upadhyay, WARC Media Awards, Shortlisted, Effective Use of Tech, 2018

Vaseline, the body care brand, created an AI-driven data analysis tool to anticipate drops in spontaneous awareness in India and identify the causes.

Pond's: Taking the train tracks more travelled

Case Study • Mikhal Anindita, WARC Media Awards, Shortlisted, Effective Channel Integration, 2018

Pond's, the leading facial skin care brand, increased market share in Indonesia by launching a campaign that educated Indonesian women about the hidden dangers of pollution during their daily train commute.

Natura Cosméticos SA (Toiletries & Cosmetics)

Article • Euromonitor Profiles, November 2018

This Company Profile from Euromonitor provides key details and analysis of Natura Cosméticos SA.

Neutrogena: #NeutrogenaToTheRescue

Case Study • Verónica Vega, Tatiana Moreno, Mariana Diaz, Marcelo Pini, WARC Media Awards, Shortlisted, Best Use of Data, 2018

Neutrogena, the personal care brand, tapped into online beauty tutorials to improve top-of-mind awareness of its facial wipes among Argentinian consumers.