Toiletries & cosmetics

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News • 13 June 2018

LONDON: The effectiveness of influencers can be difficult to quantify but many marketers in the beauty category believe that they will become increasingly important, especially when engaging younger audiences.

Vaseline: Bye-Bye Tan Line

Case Study • Cathy Yang, Jessica Kao, Lydia Sun, Sammi Hsieh, WARC Awards, Entrant, Effective Content Strategy, 2018

Skin care brand Vaseline used TV and Facebook to put its Whitening Body Lotion top of mind and increase sales in Taiwan.

How consumers’ media usage creates synergy in advertising campaigns

Research Paper • Nathalie Dens, Patrick De Pelsmacker, Peter Goos, Leonids Aleksandrovs and David Martens, International Journal of Market Research, Vol. 60, No. 3, 2018, pp. 268-287

This study proposes a novel methodology, mixture-amount modeling (MAM), to investigate cross-media advertising synergy based on consumers' media usage.

Chinese consumers expect to buy more imported brands

News • 30 May 2018

BEIJING: Three in ten Chinese consumers expect to buy more imported products over the next six months, according to a new survey by the Ministry of Commerce.

Startup partnerships energize L’Oréal Canada

Article • Mary Connors, Event Reports, P2P Summit, March 2018

L’Oréal Canada, the beauty company, has enjoyed significant benefits from partnering with startups.

Johnson & Johnson eyes consumer empowerment through blockchain technology

Article • Stephen Whiteside, Event Reports, 2018 Blockchain Brand Innovation Summit, May 2018

Johnson & Johnson, the healthcare company, believes that blockchain technology could provide various benefits for its business and consumers alike.

Nimue: 12 week challenge #NoMakeUpBride

Case Study • SABRE Awards, Gold, Consumer Products/Services, Africa, 2018

Nimue Skin Technology, a skincare brand, promoted its 12 Week Challenge kit across Africa by launching a social media campaign that got a bride to walk down the isle foundation-free.

The Vaseline Healing Project

Case Study • Jenifer Murray, WARC Awards, Silver, Effective Use of Brand Purpose, 2018

An ambitious social mission helped healing skincare brand Vaseline make Vaseline Jelly a powerful force for global good and catapult the brand back to relevance in the US.

Aveeno: 'Aveeno Masterbrand Cross Category Conversion' (US)

Gunn Report • Gunn Media, 2018

Contains the creative for the 'Aveeno Masterbrand Cross Category Conversion' campaign for Aveeno by the agency J3 in the US.

Vaseline: 'The Vaseline Healing Project' (US)

Gunn Report • Gunn Media, 2018

Contains the creative for the 'The Vaseline Healing Project' campaign for Vaseline by the agency PHD in the US.

L'Oréal explores the potential of AI

News • 19 March 2018

AUSTIN, TX: Artificial intelligence (AI) has the promise to help marketers work faster, smarter and at scale, according to Rachel Weiss, VP of innovation and entrepreneurship at L'Oréal, the beauty company.

Memo from SXSW: L'Oréal’s vision for an AI marketing future

Article • Stephen Whiteside, Event Reports, SXSW 2018, March 2018

L'Oréal, the beauty company, could deploy artificial intelligence (AI) in a variety of ways as it seeks to build new forms of consumer engagement.

Glossier builds a sense of 'belonging'

News • 22 February 2018

PALM DESERT, CA: Glossier, the beauty brand, believes values such as “belonging” and “community” are far more powerful than the “negging” – or deliberately undermining the confidence of women – that ...

How Glossier’s digital commerce changed the face of beauty

Article • Geoffrey Precourt, Event Reports, IAB 2018 Annual Leadership Meeting, February 2018

Glossier, the beauty brand, has subverted norms in its category through both its digital-first approach and adopting a distinctive overarching philosophy.

W2O Group: W2O Socialgraphics

Research Paper • SABRE Awards, Best In Marketing Technology, In2, 2018

W2O, a holding company that operates three marketing and communications firms, created its 'Socialgraphic' technology to better understand audiences on social media and develop more targeted content for US audiences.

Pond's: The "Pay with Selfies" Sale

Case Study • Angelica Banzon, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2017

Face care brand Pond's managed to shift sales growth of its anti-aging line in the Philippines by partnering with a social and e-commerce platform.

Mary Kay Inc (Beauty and Personal Care)

Article • Euromonitor Profiles, January 2018

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

How content fuels everything at Estée Lauder

Article • Brian Carruthers, Event Reports, ThinkContent, November 2017

Digital is changing the way people shop for beauty products, as influencers and social wield increasing clout.

Clarins (UK) Ltd: Clarins Urban Oasis

Case Study • Integrated Marketing Communications Council Europe, Bronze, 2017

Clarins, the French luxury skincare brand, made use of a pop-up beauty bar to engage millennial women in the UK.

Beiersdorf: NIVEA Electric Picnic Experience

Case Study • Integrated Marketing Communications Council Europe, Silver, 2017

NIVEA, a skincare brand, raised awareness of its products among Irish millennials by setting up an experience zone at Electric Picnic, the largest music festival in Ireland.

Natura Cosméticos SA (Toiletries & Cosmetics)

Article • Euromonitor Profiles, November 2017

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

Strategists reveal insights from Asia's best campaign

News • 29 November 2017

SHANGHAI: Skincare communication in China was a sea of sameness, but the Swedish agency behind SK-II’s Marriage Market Takeover campaign leveraged its outside perspective to redefine category norms, a strategist on the award-winning campaign ...

Cute Press: Midnight Sun

Case Study • Chanya Sutthienkul, WARC Prize for Asian Strategy, Entrant, 2017

Local brand Cute Press, created an online "soap opera" to boost sales of its UV Expert White & Matte sunscreen in Thailand.

Parachute Advansed Body Lotion: Confident in my Skin

Case Study • Rachana Mhetre, WARC Prize for Asian Strategy, Entrant, 2017

Beauty brand Parachute Advansed Body Lotion used a multichannel approach to carve out an identity in West Bengal, India.

Dove: #ChangeTheRhyme – From insight to inspiration to impact

Case Study • Rituparna Dasgupta, Charul Tomar, Nithya Ravi, Aakanksha Verma et al., WARC Prize for Asian Strategy, Entrant, 2017

Beauty brand Dove built an online campaign around an old nursery rhyme to broaden the definition of beauty in the Indian market.

SK-II: The Marriage Market Takeover

Case Study • My Troedsson, The WARC Prize for Asian Strategy, Grand Prix and Research Excellence Special Award, 2017

Japanese prestige skincare brand SK-II allied itself to unmarried women to build an emotional multichannel campaign to raise awareness and boost sales in China.
Beauty and Personal Care Global Industry Overview

Article • Euromonitor Strategy Briefings, June 2017

This report provides an overview of the global beauty and personal care industry, including the performance of categories, key trends driving the market and opportunities for growth.
Beauty survey: Evolution of beauty routines becomes a key innovation driver

Article • Euromonitor Strategy Briefings, January 2017

This paper outlines the findings from Euromonitor International's Beauty survey, which drew from 1000 online consumers in 20 markets and concludes that the diversity of global beauty routines creates expansion opportunities.
Beautifully effective: How Dove turned cultural resonance into ROI

Case Study • Marie Maurer, Institute of Practitioners in Advertising, Silver, Best Dedication to Effectiveness - Unilever (The Simon Broadbent Prize), Best Commercial Effectiveness for Good (President's Prize), IPA Effectiveness Awards, 2016

This case study shows how Dove, a personal care brand, successfully translated a brand purpose campaign in the US into a sales increase.
Dove: Choose beautiful

Case Study • Cannes Creative Lions, Creative Effectiveness Lions, 2016

This case study describes how Dove, a personal care brand owned by Unilever, used creativity to change women's beliefs about themselves.
Global luxury goods trends report

Article • Euromonitor Strategy Briefings, April 2016

This report discusses the future of the global luxury goods industry, including changes in key markets, the impact of luxury wearables and how brands are looking for more meaningful 'luxury experiences'.