Toiletries & cosmetics

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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.

Bajaj Nomarks: The real marks specialist

Case Study • Karina Sudarsan, Siraj Cotecha, WARC Prize for Asian Strategy, Entrant, 2018

Indian anti-marks cream Bajaj Nomarks used an unconventional skincare ad campaign to drive sales and increase market share.

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

Case Study • My Troedsson, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2018

SK-II, the Japanese luxury skincare brand owned by P&G, decided to give a voice to the 'leftover women' of China.

How Glossier crowdsources success

Article • Reed Karaim, Event Reports, Shop.org, September 2018

Glossier, the beauty company, has demonstrated how digital media can be used for everything from building an audience of brand fans to co-creating innovative products.

L'Oreal boosts sales 44% by rethinking category tropes

News • 14 September 2018

SYDNEY: Cosmetics brand L’Oréal boosted Australian sales of its Revitalift Laser X3 cream by 44% by rethinking the category’s age ‘before and after’ marketing technique, which often fails to achieve cut-through in the ...

Aveeno: Data-Driven Masterbrand

Case Study • Case Studies on WARC, 2017

Personal care brand Aveeno used a data strategy to deliver addressable creative encouraging consumers to explore its product line in the US.

Estée Lauder taps 'micro-storytelling'

News • 13 September 2018

NEW YORK: Estée Lauder, the beauty company, has successfully engaged consumers by using “micro-storytelling” to advance a range of narratives in support of its brands.

How L’Oréal boosted sales 44% in Australia with one campaign

Article • Brooke Hemphill, WARC Exclusive, September 2018

Cosmetics brand L’Oréal boosted Australian sales of its Revitalift Laser X3 cream by 44%, by rethinking the traditional ‘before and after’ shots.

Chando wins top APAC SABRE Award

News • 12 September 2018

SINGAPORE: Chando, a Chinese skincare brand, has taken the Platinum SABRE for Best In Show at the 2018 APAC SABRE Awards, which were celebrated at an event on Tuesday evening.

Johnson & Johnson: Dr.Ci:Labo and the Puru Puru Movement

Case Study • SABRE Awards, Gold, APAC, Integrated Marketing, 2018

Pharmaceutical company Johnson & Johnson increased awareness and sales of its new skincare brand Dr.Ci:Labo in China, Taiwan and Hong Kong by launching influencer events and experiential workshops to spread the word about its benefits.

SK-II: #ChangeDestiny I Never Expire campaign

Case Study • SABRE Awards, Gold, APAC, Fashion & Beauty, 2018

SK-II, a luxury skincare brand, created a new campaign 'The Expiry Date' and turned the proverbial expiration date many Chinese women feel like they have into a real one.

ALA Group Company: Chando beautiful surgery lines campaign

Case Study • SABRE Awards, Platinum Award for Best in Show, APAC, 2018

Chando, a Chinese skincare brand, chose to inspire Chinese women with the real meaning behind Mother's Day.

Johnson & Johnson: Diversity and Inclusion

Case Study • SABRE Awards, Gold, APAC, Employer Branding, 2018

Johnson & Johnson (J&J), a medical devices, pharmaceutical and consumer goods company, introduced more inclusive policies to enable its employees in India to continue working after having a child.

World market for beauty and personal care

Article • Euromonitor Strategy Briefings, August 2018

A global outlook on the beauty and personal care market, including the leading companies and brands, key trends shaping beauty and personal care, and market snapshots.

Estée Lauder embraces “micro-storytelling” to deepen consumer connections

Article • Stephen Whiteside, Event Reports, CommerceNext, July 2018

Estée Lauder, the beauty company, is using an approach called “micro-storytelling” to engage consumers.

Estée Lauder finds the beauty in voice technology

Article • Stephen Whiteside, Event Reports, CommerceNext, July 2018

Estée Lauder, the beauty company, partnered with Google on a voice-led marketing program for its Advanced Night Repair anti-aging product.

Why partnerships are essential for L'Oréal's e-commerce strategy

Article • Stephen Whiteside, Event Reports, Cannes Lions, June 2018

L'Oréal, the beauty company, is using partnerships to advance its e-commerce agenda in different ways.

The future e-commerce trends catching L'Oréal's eye

Article • Stephen Whiteside, Event Reports, Cannes Lions, June 2018

L'Oréal, the beauty company, believes e-commerce is essential for its future growth, and is thus attempting to prepare for the next wave of innovation in this space.

Influencers are on the up

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.

L'Oréal taps into power of startups

News • 07 June 2018

CHICAGO: L’Oréal Canada, the beauty company, has derived multiple benefits from working with startups to drive innovation in various areas of its business.

Unilever – Dove, Suave, Caress, Ponds, Tresemme, Degree: Treat Yourself

Case Study • Effie Worldwide, Bronze, North American Effies, 2018

HEB, the US supermarket, encouraged Hispanic women to change their shopping habits by introducing Unilever products via targeted digital media.

Aveeno’s data-driven masterbrand

Case Study • Effie Worldwide, Silver, North American Effies, 2018

Aveeno, a US skincare and haircare company, utilised data on preexisting customers to induce loyalty for the brand in the US.

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.

World market for beauty and personal care

Article • Euromonitor Strategy Briefings, August 2018

A global outlook on the beauty and personal care market, including the leading companies and brands, key trends shaping beauty and personal care, and market snapshots.
What's working in cosmetics and beauty aids

Article • WARC Category Intelligence, March 2018

Global strategies, campaign updates and trends in the cosmetics and beauty aids category.
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.
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'.