Toiletries & cosmetics

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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.

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.

Vaseline: Purple – The Non-Human Data Scientist

Case Study • Rituparna Dasgupta, Vineet Nair, Mahendra Upadhyay, WARC Media Awards, Shortlisted, Effective Use of Tech, 2018

Vaseline, the body care brand, created an AI-driven data analysis tool to anticipate drops in spontaneous awareness in India and identify the causes.

Pond's: Taking the train tracks more travelled

Case Study • Mikhal Anindita, WARC Media Awards, Shortlisted, Effective Channel Integration, 2018

Pond's, the leading facial skin care brand, increased market share in Indonesia by launching a campaign that educated Indonesian women about the hidden dangers of pollution during their daily train commute.

Natura Cosméticos SA (Toiletries & Cosmetics)

Article • Euromonitor Profiles, November 2018

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

Neutrogena: #NeutrogenaToTheRescue

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.

Skin care in Asia Pacific

Article • Euromonitor Strategy Briefings, October 2018

A regional overview of skin care in Asia Pacific, including leading companies and brands, forecast projections and country snapshots.

Hazeline: Bring out the glow in you

Case Study • MMA Smarties, Finalist, Vietnam, 2018

Hazeline, a skincare brand, leveraged the popularity of TV show Glee to connect with girls in Vietnam.

Unilever: Pond'S Making Brand Impact via Authenticity

Case Study • MMA Smarties, Silver, Indonesia, 2018

Pond's, a brand of beauty and health care products, promoted its new micellar water in Indonesia by launching an influencer campaign through mobile and social.

Beiersdorf: NIVEA - Rich Media Campaign

Case Study • MMA Smarties, Finalist, Indonesia, 2018

Nivea Creme, a skin cream brand, brought hard-to-reach audiences in Vietnam closer to the brand with a gamified campaign.

Unilever: Pond's Men Face Trip of Their Lifetime

Case Study • MMA Smarties, Gold, Indonesia, 2018

Pond's Men, a men's skincare brand, increased its sales in Indonesia by launching a campaign that gave men the opportunity to win a free trip to a popular destination in Asia.

Unilever : Fair & Lovely Beauty Hub

Case Study • MMA Smarties, Gold, Indonesia, 2018

Fair & Lovely, a skin-lightening cosmetic product, launched the Fair & Lovely Beauty Hub to reach and engage with previously un-engaged low income consumers in secondary and rural areas in Indonesia.

Pond's: Smart Online Buddy To Your Rescue

Case Study • MMA Smarties, Silver, Indonesia, 2018

Pond’s, a skincare brand, launched a digital-first, mobile-only campaign in Indonesia to deliver the highest sales growth observed by Pond's for its flagship product during 2017.

Pond's: Making Brand Impact via authenticity

Case Study • MMA Smarties, Bronze, Indonesia, 2018

Pond's, a beauty brand, launched its micellar water in Indonesia via a superior and simple yet daring approach of "authenticity".

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.

Nivea: Flipkart Ads

Case Study • MMA Smarties, Finalist, India, 2018

Nivea, a personal care brand, promoted its new product range for men in India by partnering with Flipkart, an Indian e-commerce company, to introduce a pre-order feature in association with football team Real Madrid.

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.

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.

Competitive strategies in luxury goods

Article • Euromonitor Strategy Briefings, November 2018

Looks at the state of play for luxury corporates, as well as the competitive landscape and competitive outlooks.
The Future 100: Trends and change to watch in 2019

Article • J Walter Thompson Intelligence, Research on WARC, December, 2018

This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.
How L'Oréal Paris UK True Match climbed to No.1 by making everyone feel 'Worth it'

Case Study • Emily Ellis, David Frymann and Vasileios Kourakis, Institute of Practitioners in Advertising, Gold, IPA Effectiveness Awards, 2018

L'Oréal Paris, a beauty brand, increased its UK range of foundations to 23 shades to promote a more diverse and inclusive approach to beauty.
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.
Bodyform/Libresse: #bloodnormal – This is what happens when whores and pimps become marketers

Case Study • Margaux Revol, Alaina Crystal, WARC Awards, Grand Prix, Effective Use of Brand Purpose, and Evaluation Special Award, 2018

Bodyform, the feminine hygiene brand, used a digital film to break taboos and connect with women globally.