Toiletries & cosmetics

News • 19 March 2020

Nivea Crème’s performance as a core product is key to owner Beiersdorf’s fortunes, and qualitative testing of an updated, more progressive brand strategy is designed to find new growth among younger audiences unfamiliar with the product.

The calculus of Nivea’s strategy update

Article • Sam Peña-Taylor, Event Reports, IIeX Europe, February 2020

Beiersdorf-owned Nivea creme needed to increase its appeal among younger audiences through a brand refresh and pre-tested the strategy’s written form to create a global position.

Dove: Men+Care #TakeTheTime

Rankings • WARC Media 100, 2020

Dove, a skincare brand, encouraged new fathers to take their paternity leave in Canada and spend time with their child by documenting five new dads for five weeks.

Gen Z love Instagram and YouTube but still enjoy shopping in store

News • 05 March 2020

Instagram reigns supreme for Generation Z when it comes to discovering new looks and trends in the health and beauty sector – but they still crave the in-store buying experience, new research finds.

L'Oréal: The Non-Issue

Rankings • WARC Creative 100, 2020

L'Oréal, a cosmetics company, partnered with fashion magazine Vogue to launch an issue entirely dedicated to, made by and featuring women over 50 to challenge age discrimination.

Competitor strategies in beauty and personal care

Article • Euromonitor Profiles, February 2020

Analyses the beauty and personal care market, including a competitive environment overview, incubators and accelerators and future strategies.

YouGov Ad of the Month – Malaysia: Clinique

Opinion • BrandIndex, January 2020

During December, skincare and cosmetics brands Clinique was the brand that achieved the highest uplift in its Ad Awareness.

Olay tackles a deeply-felt issue by telling Chinese women to be 'Fearless of Age'

Case Study • Jenny Chan, Case Studies on WARC, ROI Festival, October 2019

Olay kicked off a social discussion on age-related taboos and judgment facing older women and urged females to instead pursue their dreams without prejudice.

Beauty disruptor series: Innovation in Americas

Article • Euromonitor Strategy Briefings, December 2019

Explores the framework for disruption in the context of emerging beauty and personal care brands in the Americas.

Procter & Gamble Co (Toiletries and cosmetics)

Article • Euromonitor Profiles, November 2019

This Company Profile from Euromonitor provides key details and analysis of Procter & Gamble.

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.

Pond's Men: Trip for the men of today

Case Study • Eugenia Teo, WARC Media Awards, Entrant, Effective Use of Tech, 2019

Indonesia's brand leader in the men's facial care segment, Pond's Men, increased sales by connecting with its target market through a data-powered campaign.

Pond's: Mineral Clay Facial Foam

Case Study • Eugenia Teo, WARC Media Awards, Entrant, Best Use of Data, 2019

To set itself apart in Indonesia's congested skincare market, award-winning skincare product maker Pond's launched a unique clay facial wash.

L'Oréal: Winning Mothers' Hearts

Case Study • Sarah Shen, Lim Suk Yee, Nicholas Short, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2019

Makeup brand L'Oréal Paris partnered with parenting app, Qin Baobao to boost trial of its new Filler Eye for Face product among young mothers in China.

Pond's X Maudy Ayunda

Case Study • Avitasya Febryani, Fadila Hafsah, Mikhal Anindita, WARC Media Awards, Entrant, Best Use of Data, 2019

Skincare brand Pond's took a precision-marketing approach to support an influencer partnership, in a bid to revamp its image to halt declining market share among young women in Indonesia.

Neutrogena: Hydro Boost

Case Study • UM, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2019

Skincare brand Neutrogena carried out an influencer marketing campaign via social media to launch its Hydro-Boost line of products in Colombia.

Fair & Lovely: Democratising Education for Women in Indonesia

Case Study • Ayida Sulfa, Mikhal Anindita, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2019

Beauty brand Fair & Lovely used TV, mobile and radio to raise awareness of its brand commitment to female education and drive sales in Indonesia.

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.

Nivea: Sentuhan Ibu – A Mother’s Touch

Case Study • Rahul Divay, WARC Media Awards, Entrant, Effective Channel Integration, 2019

Skincare brand Nivea developed an integrated campaign to re-establish Nivea Creme as the market leader in Indonesia's all-purpose cream (APC) category.

Neutrogena: Data-driven location-based targeting

Case Study • MMA Smarties, Bronze, APAC, 2019

Skincare brand Neutrogena used programmatically delivered content across mobile and digital channels to boost consideration and sales among young women in the Asia-Pacific region.

Natura Cosméticos SA (Toiletries & Cosmetics)

Article • Euromonitor Profiles, October 2019

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

Unilever: Love beauty and planet feat. Flarie

Case Study • MMA Smarties, Finalist, EMEA, 2019

Love Beauty and Planet (LPB), a cosmetics brand, partnered with a mobile gaming app in order to gamify Swedish consumers' first contact with the brand and thus grow its sales and brand awareness.

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.

Vaseline Petroleum Jelly: How radio became a perfect grandmother

Case Study • Emvies, Silver, 2019

Vaseline, a brand of petroleum-based products, launched a radio series of stories centred around family usage occasions of Vaseline to increase sales and awareness in India.

Brooke Bond and Vaseline: The Darwinian theory of maximising portfolio sales with media

Case Study • Emvies, Silver, 2019

Brooke Bond, a tea brand, and Vaseline, a brand of petroleum jelly-based products, created sales growth in India by creating a proprietary tool that revealed opportunities for optimisation.