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Beauty deconstructed: How Asian beauty brands can stay ahead in the crowded US market

Article • Cecelia Girr, WARC Exclusive, April 2021

Asian players are shifting American beauty standards with their innovative approach, attractive packaging and growing consumer base, say TBWA’s Cecelia Girr, Skyler Hubler and Asai Meyer.

The most awarded work for media

Rankings • Rankings Articles, April 2021

A summary of the most awarded campaigns for media for 2020, compiled using our rankings methodology, but not ranked.

The most awarded work for effectiveness

Rankings • Rankings Articles, April 2021

A summary of the most awarded campaigns for effectiveness for 2020, compiled using our rankings methodology, but not ranked.

Dove: Project #ShowUs

Rankings • WARC Effective 100, 2021

Dove, a personal care brand, reclaimed ownership of the 'real beauty' conversation to drive sales and penetration in the United States.

Dove: Project #ShowUs

Rankings • WARC Media 100, 2021

Personal care brand Dove asserted leadership in the ‘real beauty’ conversation by launching Project #ShowUS, a free-to-access database of 5,000 images and taking a stand against digitally distorted images in advertising.

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.

L’Oréal is on an ambitious e-commerce journey

Article • Brian Carruthers, Event Reports, LIONS Live, March 2021

L’Oréal, the beauty giant, has made rapid progress on its e-commerce journey, and has now set the target of driving 50% of sales from this channel.

Himalaya Herbals: Win The Fight

Case Study • Tangrams Strategy & Effectiveness Awards, Bronze, 2021

Himalaya Herbals, a personal care brand, empowered people suffering from acne in Indonesia with its Win the Fight campaign.

For Kiehl’s, e-commerce is a universe of its own

Article • Low Lai Chow, WARC Exclusive, February 2021

Skincare brand Kiehl's, part of the L'Oréal Luxe portfolio, launched its Singapore e-boutique last November.

Super Premium Beauty and Personal Care in the US

Article • Euromonitor Strategy Briefings, January 2021

A category analysis of premium beauty and personal care in the US.

Nivea: #SentuhanIbu World of Imagination

Case Study • MMA Smarties, Gold, Indonesia, 2020

Nivea, a skincare brand, launched its campaign #SentuhanIbu World of Imagination to enable modern parents in Indonesia to create bonding moments with their children.

Simple: #ChooseKindness

Case Study • DMA (UK), Silver, 2020

Simple, a skincare brand, launched a film on International Stop Cyberbullying Day to empower people to #ChooseKindness and offer support to young victims in the UK.

디지털 고객 여정

Article • Euromonitor Strategy Briefings, December 2020

코로나19로 이머커스 이용이 증가했고, 많은 소비자가 격리 중에 디지털 채널을 시도했고 심지어 의존하게 되기도 했다.

Pond’s: Pond's Men x Star Wars Dirt Fader mobile campaign

Case Study • MMA Smarties, Silver, APAC, 2020

Pond's, a cosmetics brand, raised brand awareness and increased purchase intent among men in Indonesia.

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'Occitane: COVID Idol

Case Study • Echo He, Nicholas Short, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 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.

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.

ChapStick: Beauty Confessions Quiz

Case Study • MMA Smarties, Gold, North America, 2020

ChapStick, a brand of lip balm, increased brand engagement among the beauty community in the US by launching a web quiz that provides personalised beauty recommendations.

Pond's: Face Your Hesitations and #SeeWhatHappens

Case Study • MMA Smarties, Silver, X (Global), 2020

Pond's, a beauty and healthcare brand, increased brand awareness in the Philippines with a campaign encouraging women to #SeeWhatHappens when they face their insecurities.

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.

What's working in FMCG

Article • WARC Category Intelligence, July 2020

Global strategies, campaign updates and trends in the FMCG category.
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.
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.
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 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.
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.