Toiletries & cosmetics

Dove’s “Project #ShowUs” drives change in beauty depictions across ads and media

Article • Stephen Whiteside, Event Reports, 4A's Strategy Festival, October 2019

Dove, the beauty line, used its “Project #ShowUs” campaign to provide stock images that embrace female beauty in all its forms.

Neutrogena: A moisturizer for those who never stop

Case Study • Agustina Saggese, Alita Pereyra, WARC Media Awards, Shortlisted, Best Use of Data, 2019

Skincare brand Neutrogena used an innovative programmatic campaign to drive awareness and trial of its new Hydro Boost product in Argentina.

E45: The Beauty of Simplicity

Case Study • Account Planning Group - (UK), Entrant, 2019

E45, a skincare brand, reversed its declining sales by reframing the brands' simplicity, making it more emotionally engaging for consumers in the UK.

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.

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

Case Study • Toru Jhaveri, Natasha Bohra, Nandan Majumdar, WARC Prize for Asian Strategy, Entrant, 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.

Pond's Men: Bodybuilder

Case Study • Nayantara Atal, Sumegha Rao, Benoit Wiesser, WARC Prize for Asian Strategy, Bronze and Research Excellence Special Award, 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.

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.

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.

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.