Unlike more affordable alternatives, mid to high-end beauty brands require credibility and endorsement, and Unilever’s Anson Zhao explains how they are crucial in determining success in the highly competitive China market. Toolkit 2022 This interview is part of WARC's Marketer's Toolkit 2022. Read more . Key insights: New skincare and beauty brands that want to stand out must establish a positioning and credible endorsements that are relevant to the Chinese market.
Cyrus Gilbert-Rolfe, WARC Exclusive, December 2021
This article explains how brands can create direct engagement with consumers, gather valuable consumer data, and showcase sustainability information through digital identities on products and packaging.
Food, beverage and grocery is often a microcosm for the wider consumer goods industry – in 2022, brands in this category will need to adapt to new consumer expectations and business models to stay ahead.
Summarises the insights from a series of key papers addressing category disruption, which occurs when a disruptive innovation creates a new market and value network within a category, displacing market leaders (such as Uber in the taxi market and Airbnb in the accommodation industry).
Tailor and Circus is a young Indian underwear brand that is redefining the experience for those who fall in between sizes. Making undergarments for every body type, the brand is turning underwear into a tool for people to fit in and feel free. And the brand’s communication conveys that very message with regular people modelling their products and not creating false portrayals of the perfect body. Abishek Elango, co-founder of Tailor and Circus, speaks to WARC about the idea of not just inclusive advertising but being an inclusive brand.
With advances to the technology and logistics infrastructure across the world, companies now have the most practical ability to sell directly to consumers. PHD WorldWide's Gemma Spence outlines a few considerations that companies need to make to ensure they don’t cannibalise existing channels and undervalue the relationships that sustain the company.
Explains how Direct-to-Consumer (DTC) brands place customer relationships at the heart of their business strategies and often position themselves as challengers who seek to disrupt their category by providing a unique online offering with high levels of innovation.
BuffX founder Kang Le shares how his functional food brand achieved rapid e-commerce success with nutritional gummies that target strong consumer need for good sleep and energy as well as good eye, immunity, digestion and liver health.
Bencross is the home-furnishings disruptor that grew this hitherto undeveloped market in China and Bencross CEO Sheldon Li shares how the brand and the Chinese consumer have evolved since the company was established six years ago.
Natura &Co Media, Content and Communication VP Carlos Pitchu joined the Brazilian personal care and cosmetics company early last year just as the pandemic was unfolding. Having worked with the brand for some time as president of Tribal Brazil, he was quite familiar with it, but COVID put his job in a new context since he had to meet both the marketing needs and the economic needs of many Brazilians. Both the Natura brand and the Avon brand, which Natura also owns, are sold by sales reps, many of whom are women entrepreneurs. Natura also owns The Body Shop. For WARC’s Spotlight Brazil, WARC US Commissioning Editor Cathy Taylor talked to Pitchu about how the brands have been helping their sales reps through the pandemic, about
David Tiltman and Alex Brownsell, WARC Exclusive, July 2021
WARC’s Alex Brownsell, senior editor for media and editor of the WARC Guide to the future of identity, takes us through the implication of Google postponing its ban on third-party cookies, the best way for brands to avoid any data disruptions, and what the future of identity will really look like.
This report summarises the latest research from WARC's Data platform, with a focus on the long-term changes and opportunities in advertising and consumption across e-commerce, online video, social media, and gaming and esports. Key findings include:
Welcome back to WARC!
We’ve made some exciting changes since your last visit, bringing you:
Latest category insights straight to your homepage