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Toiletries & cosmetics

Toiletries & cosmetics is a major advertising sector, covering categories such as femcare, skincare, haircare and other toiletries. One key trend in the industry is the emergence of digital-based challenger brands – for example, subscription services that allow manufacturers to sell direct to consumers. Another trend has been the rise of men’s grooming products.

Key Reading

Important papers from across the Warc database

This event report outlines Unilever's brand-building strategy, with a particular emphasis on how it has been applied to engaging male shoppers. The FMCG has group formalized its approach to brand-building with the "Crafting Brands For Life" model, which was then used in campaigns for Unilever brands including Axe and Dove.
How beauty brands are driving growth by segmenting offerings on the basis of ethnic and cultural needs.
Findings from a global beauty survey show how changing habits provide opportunities for growth.
A summary of GFK research finding that men are becoming increasingly engaged with the category.

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