Advertising best practice, evidence and insights

Article • Euromonitor Strategy Briefings, May 2018

Offers a category analysis of hair care in the US, including company profiles, market data and key trends and developments.

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.

What's working in hair care

Article • WARC Category Intelligence, March 2018

Global strategies, campaign updates and trends in the hair care category.

Baby and child-specific products in Asia Pacific

Article • Euromonitor Strategy Briefings, April 2017

Offers a regional overview of baby and child-specific products in Asia Pacific, including an overview of leading companies and brands, and forecasts for the category.

Hair care in Asia Pacific

Article • Euromonitor Strategy Briefings, February 2017

A regional overview of hair care in Asia Pacific with an analysis of leading companies and brands, in addition to country snapshots and forecasts for the future of the category.

Engineering the marriage of beauty and tech

News • 14 January 2019

Younger beauty buyers frequently prefer to use digital channels to search for product information, but they are also reluctant to lose the human touch that comes from talking to a sales assistant – and marketers need to resolve this, an ...

Sensodyne: Sensodyne Ramadan – Storytelling works

Case Study • Firka Aulia Mahyudi, WARC Media Awards, Entrant, Effective Channel Integration, 2018

Sensodyne, the GlaxoSmithKline brand, wanted to celebrate Ramadan with Indonesian people and help them enjoy the sweet food enjoyed during iftar (the meal breaking the fast) with a social media campaign.

Bajaj Almond Drops: Sliding into the Guinness World Record

Case Study • Kavita Acharekar, Nirmal Desai, Prasad Patwardhan, Maitri VJ, WARC Media Awards, Entrant, Effective Channel Integration, 2018

Bajaj Almond Drops, the leading brand in the hair oil market in India, decided to gain market share by setting a new Guinness World Record, which would demonstrate the importance of the traditional habit of hair oiling engagingly and interestingly.

P&G fuses insights and tech

News • 10 January 2019

Procter & Gamble, the FMCG business, is fusing consumer insights and new technology to create goods and services that combine “what’s needed with what’s possible” according to chief brand officer Marc Pritchard.

Dove Dry Shampoo

Case Study • Artyom Khokhlov, WARC Media Awards, Entrant, Best Use of Data, 2018

Dove, the global beauty brand, successfully launched its new dry shampoo product in Russia through high-precision targeting to gain high reach and involvement.

Cream Silk: Customised Solutions

Case Study • John Obaldo, Loren Saguil, Angelica Banzon, WARC Media Awards, Entrant, Best Use of Data, 2018

Hair care brand Cream Silk used Facebook's propriety clustering algorithm, Mindsights, to create more relevant brand communications and drive functional superiority among its target audience in the Philippines.

Baby Dove: Now in the Philippines

Case Study • Clarysse Estremadura, Steph King, WARC Media Awards, Entrant, Best Use of Data, 2018

Unilever-owned personal care brand Dove employed TV and digital to launch its Baby Dove range, focusing on body wash, in the Philippines.

Lifebuoy: First Line of Defence

Case Study • Elviana Lim, WARC Media Awards, Entrant, Best Use of Data, 2018

Lifebuoy, the world's leading soap brand, created a data-led campaign in Indonesia to raise awareness about the need for handwashing with soap.

How the beauty industry is getting personal with technology

Article • Tariq Khan, WARC Exclusive, January 2019

Technology is a major driver of innovation in the beauty category, according to Tariq Kahn, VP of Customer Experience at Coty Inc., which houses international brands including Max Factor, Rimmel and Cover Girl.

How intensity of cause-related marketing guilt appeals influences consumers: The roles of company motive and consumer identification with the brand

Research Paper • Jaywant Singh, Benedetta Crisafulli, and La Toya Quamina, Journal of Advertising Research, Digital First, December 2018

When exposed to cause-related marketing advertisements that use guilt appeals, consumers actively try to interpret the motives behind the company’s message and consequently accept (or resist) the persuasion attempt. This study demonstrates that high-emotional-intensity cause-related marketing advertisements create suspicion that the company truly might not be committed to the social cause. If the advertisement is low in emotional intensity, however, guilt appeals lower negative inferences and act as a stimulus to foster consumer identification and positive perceptions of corporate image.

P&G’s innovation formula gets smarter and more personalized

Article • Stephen Whiteside, Event Reports, CES 2019, January 2019

Procter and Gamble is fusing consumer insights and new technology to create goods and services that combine what’s needed with what’s possible.

Thinking outside the box – how to build a successful subscription business

Article • Briar Keen, Admap, January 2019

Details some of the most important lessons shaving brand Friction-Free shaving have learned since it started its business three years ago.

Societal norms drive beauty category in Asia

News • 03 January 2019

Cultural differences between East and West play a significant role in how consumers approach the beauty category, according to two academics, who report that societal norms in the East exert greater pressure on buyers.

Is the time finally right for male cosmetics in Asia?

News • 21 December 2018

The male cosmetics market in Asia has yet to take off in the manner frequently predicted, but manufacturers are gearing up for another go, this time focusing on making products more accessible.

Colgate-Palmolive finds the limits of artificial intelligence

Article • Stephen Whiteside, Event Reports, The AI Summit, December 2018

Colgate-Palmolive, the consumer products company, used artificial intelligence (AI) to try a gain a clearer perspective on the payback from its retail promotions.

Henkel KGaA (Toiletries and cosmetics)

Article • Euromonitor Profiles, December 2018

Provides key details and analysis of Henkel KGaA, the owner of brands such as Dial, Right Guard and Schwarzkopt.

Procter & Gamble Co (Household & domestic)

Article • Euromonitor Profiles, December 2018

This Company Profile from Euromonitor provides key details and analysis of Procter & Gamble Co, the owner of brands such as Fairy and Febreeze.

How culture affects Asia’s pursuit of beauty

Article • Shilpa Madan and Shankha Basu, WARC Exclusive, December 2018

New research indicates that Asian countries have different attitudes toward beauty than Western markets.

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.

L'Oréal offers a new regimen for next-generation strategists

Article • Stephen Whiteside, Event Reports, 4A's Strategy Festival, October 2018

L'Oréal, the beauty company, has built out market insights and foresight capabilities as it seeks to prepare for an increasingly complex future.

Toiletries & cosmetics