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The digital customer journey

Article • Euromonitor Strategy Briefings, December 2020

The COVID-19 pandemic accelerated the adoption of e-commerce, with many consumers experimenting and even becoming reliant on the digital channel while in isolation.

Child products and groceries see greatest e-commerce growth in France

Data • Rob Clapp, WARC Data Points, December 2020

An overview of e-commerce categories in France during the coronavirus (COVID-19) outbreak.

L'Oréal Paris: Making age a non-issue

Case Study • Joy Molan, WARC Media Awards, Bronze, Effective Use of Partnerships and Sponsorships, 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.

Dove: Dove Reshapes Stock Imagery To Shatter Beauty Stereotypes

Case Study • Chris McCraw, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2020

Dove needed to reclaim ownership of the 'real beauty' conversation to drive sales and penetration in the United States.

Enchanteur Hand & Body Lotion: AI-M (Artificial Intelligence – ‘Malaysianized')

Case Study • Kiron Kesav, WARC Media Awards, Shortlisted, Effective Use of Tech, 2020

Skincare brand Wipro Unza used an innovative AI-based campaign to break through the Ramadan clutter and boost awareness of its Enchanteur hand and body lotion in Malaysia.

Winning the beauty contest with the right touchpoint mix

Opinion • Caroline Schicketanz, November 2020

In the fifth of Kantar’s category-specific touchpoint investigations, Caroline Schicketanz explores effective touchpoint management for personal care and beauty brands.

Dove: #ShowUs Russia

Case Study • Irina Zernishko, WARC Media Awards, Entrant, Effective Channel Integration, 2020

Skincare brand Dove used a multi-channel campaign in Russia to improve brand awareness and grow sales by taking a stand against digitally distorted images in advertising.

Dove: Skin Stories

Case Study • ARF Ogilvy Awards (US), Gold, 2020

Dove, a personal care brand, promoted its body wash and celebrated the unique stories that each woman's skin tells with its Skin Stories campaign.

Snacks and personal care products see greatest e-commerce lift

Data • Rob Clapp, WARC Data Points, November 2020

An overview of e-commerce categories in Europe during the coronavirus (COVID-19) outbreak.

Procter & Gamble Co (Toiletries and cosmetics)

Article • Euromonitor Advertiser Profiles, October 2020

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

The rise of AI-enhanced skincare

News • 22 September 2020

AI and computer algorithms seemingly now extend into almost every corner of our lives.

SK-II: Meet Me Halfway

Case Study • My Troedsson, WARC Prize for Asian Strategy, Bronze and Long-Term Strategy Award, 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.

L'Oréal Paris: Winning Mothers' Hearts

Case Study • Sarah Shen, SukYee Lim, Nicholas Short, WARC Prize for Asian Strategy, Entrant, 2020

Makeup brand L'Oréal Paris partnered with parenting app, Qin Baobao to boost trial of its Filler Eye Cream for Face product among young mothers in China.

L'Occitane: COVID Idol

Case Study • Echo He, Nicholas Short, WARC Prize for Asian Strategy, Entrant, 2020

Beauty brand L'Occitane appointed a virtual idol as its spokesperson to launch its spring collection and offer content to Gen Z consumers in China via Anime, Comics, Games and Novel (ACGN) platform Bilibili.

Dove: Not Just One Brand of Real Beauty

Case Study • Imogen Bourke, WARC Prize for Asian Strategy, Entrant, 2020

Dove, the beauty brand, appealed to women of Hong Kong by using authentic local context in its Not Just One Brand of Real Beauty campaign.

Pond's: See What Happens

Case Study • Dilip Garga, Sumegha Rao, WARC Prize for Asian Strategy, Entrant, 2020

Beauty brand Pond's created a cross-channel campaign to future-proof its sales by boosting relevance among younger Indian women.

Bevel grooming products stand up to specific needs of Black male consumers

Article • Geoffrey Precourt, Event Reports, ANA Brand Building Conference, July 2020

Bevel, the grooming brand made by Walker & Co., successfully tapped into a gap in the market when it came to meeting the distinct personal-care needs of Black men.

COVID-19 brings long-term gains in Spanish online shopping

Data • Rob Clapp, WARC Data Points, July 2020

An overview of shopping online by product category in Spain before and after the novel coronavirus (COVID-19) outbreak.

COVID-19 fails to drive long-term e-commerce growth in Japan

Data • Rob Clapp, WARC Data Points, July 2020

An overview of shopping online by product category in Japan before and after the novel coronavirus (COVID-19) outbreak.

Over half of Indian consumers will shop online after COVID-19

Data • Rob Clapp, WARC Data Points, July 2020

An overview of shopping online by product category in India before and after the novel coronavirus (COVID-19) outbreak.

NIVEA: The All-Russian Initiative 'Vote For Your Skating Rink!'

Case Study • SABRE Awards, Gold, EMEA, 2020

NIVEA, a personal care brand, increased its association with care in Russia by launching a nationwide program that revived abandoned neighbourhood skating rinks.

Nivea’s new CMO on ‘walking the talk’

Article • Brian Carruthers, Event Reports, Lions Live, June 2020

Nivea’s chief marketer explores the details of how the challenges of taking on a new top job and understanding innovation affect the discipline.

How P&G’s SeeMe is reaching women over 50

News • 16 June 2020

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.

P&G takes direct-to-consumer route with new skincare line for “invisible” older women

Article • Geoffrey Precourt, WARC Exclusive, June 2020

SeeMe, a direct-to-consumer brand from Procter & Gamble, aims to serve the unique needs of women in their fifties and beyond.

Dove: Project #ShowUs

Case Study • AME Awards, Gold, 2020

Dove, a personal care brand owned by Unilever, launched Project #ShowUs in the UK, a free-to-access database of over 5,000 images, offering an inclusive vision of beauty to media and advertisers which was informed by collected data.

Global Ad Trends: FMCG and COVID-19

Data • James McDonald, Rob Clapp, WARC Data, March 2020

This report summarises the latest research from WARC's Data platform, with a focus on FMCG & COVID-19. Key findings include
Procter & Gamble’s strategy for COVID-19 – and playbook for the recession

Article • Stephen Whiteside, WARC Exclusive, April 2020

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.
What's working in FMCG

Article • WARC Category Intelligence, July 2020

Global strategies, campaign updates and trends in the FMCG category.
Five ways Unilever is adapting in the COVID-19 era

Article • Anna Hamill, WARC Exclusive, April 2020

Unilever, the global FMCG company, is navigating the short-term COVID-19 crunch while looking ahead to new consumer behaviours and the benefits of faster consumer insights.
The future 100

Article • Research on WARC, January 2020

The reign of Big Tech is coming to an end and as we look at the year ahead, 2020 will see irresponsible companies and figureheads being held accountable for wider social and environmental issues.
Future 100 Update by Wunderman Thompson Intelligence

Article • WARC Exclusive, May 2020

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.