Toiletries & cosmetics

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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.

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.

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.

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.

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.

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.

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 ...

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.
The future 100: Trends and change to watch in 2017

Article • Research on WARC, J. Walter Thompson Intelligence, December 2016

This annual report by J Walter Thompson Intelligence investigates the trends and emerging consumer behaviours set to shape marketing globally in 2017.
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.
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'.