Advertising best practice, evidence and insights

News • 23/09/2020

AI and computer algorithms seemingly now extend into almost every corner of our lives. It was only a matter of time then before they reached the sensitive world of bespoke skin care.

SK-II: Meet Me Halfway

Case Study • My Troedsson, WARC Prize for Asian Strategy, Bronze and Long-Term Strategy Award, 2020

Skincare brand SK-II launched a mini-documentary on social media to boost brand awareness among its target audience in China and spark real social change.

Pond's: See What Happens

Case Study • Dilip Garga, Sumegha Rao, WARC Prize for Asian Strategy, Entrant, 2020

Beauty brand Pond's created a cross-channel campaign to future-proof its sales by boosting relevance among younger Indian women.

Dove: Not Just One Brand of Real Beauty

Case Study • Imogen Bourke, WARC Prize for Asian Strategy, Entrant, 2020

Dove, the beauty brand, appealed to women of Hong Kong by using authentic local context in its Not Just One Brand of Real Beauty campaign.

L'Oréal Paris: Winning Mothers' Hearts

Case Study • Sarah Shen, SukYee Lim, Nicholas Short, WARC Prize for Asian Strategy, Entrant, 2020

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

L'Occitane: COVID Idol

Case Study • Echo He, Nicholas Short, WARC Prize for Asian Strategy, Entrant, 2020

Beauty brand L'Occitane appointed a virtual idol as its spokesperson to launch its spring collection and offer content to Gen Z consumers in China via Anime, Comics, Games and Novel (ACGN) platform Bilibili.

Bevel grooming products stand up to specific needs of Black male consumers

Article • Geoffrey Precourt, Event Reports, ANA Brand Building Conference, July 2020

Bevel, the grooming brand made by Walker & Co., successfully tapped into a gap in the market when it came to meeting the distinct personal-care needs of Black men.

NIVEA: The All-Russian Initiative 'Vote For Your Skating Rink!'

Case Study • SABRE Awards, Gold, EMEA, 2020

NIVEA, a personal care brand, increased its association with care in Russia by launching a nationwide program that revived abandoned neighbourhood skating rinks.

Nivea’s new CMO on ‘walking the talk’

Article • Brian Carruthers, Event Reports, Lions Live, June 2020

Nivea’s chief marketer explores the details of how the challenges of taking on a new top job and understanding innovation affect the discipline.

How P&G’s SeeMe is reaching women over 50

News • 17/06/2020

SeeMe, a direct-to-consumer beauty line targeted at women over 50 years old that is made by Procter & Gamble, is tapping nuanced insights to ensure it fully matches the self-perception of its target audience.

P&G takes direct-to-consumer route with new skincare line for “invisible” older women

Article • Geoffrey Precourt, WARC Exclusive, June 2020

SeeMe, a direct-to-consumer brand from Procter & Gamble, aims to serve the unique needs of women in their fifties and beyond.

Dove: Project #ShowUs

Case Study • AME Awards, Gold, 2020

Dove, a personal care brand owned by Unilever, launched Project #ShowUs in the UK, a free-to-access database of over 5,000 images, offering an inclusive vision of beauty to media and advertisers which was informed by collected data.

Future 100 Update by Wunderman Thompson Intelligence

Article • WARC Exclusive, May 2020

After the release of The Future 100 annual trend report in January 2020, news of a novel coronavirus started making headlines – this report tracks the new behaviours, cultural shifts and industry changes stemming from these sudden changes.

Coty’s Philosophy faces post-COVID-19 market with new confidence in e-commerce

Article • Geoffrey Precourt, WARC Exclusive, May 2020

Philosophy, a skincare and cosmetics brand owned by Coty, has found e-commerce opportunities in the COVID-19 crisis that will last beyond the pandemic.

We’re all getting the lockdown look – but which one is it?

News • 06/05/2020

There’s conflicting evidence from the beauty and personal care sector about all of our personal habits during lockdown.

Pond's Age Miracle: #HeartYourSkin

Case Study • WARC Awards, Entrant, Effective Social Strategy, 2020

Skincare brand Pond's created a unique conversational commerce campaign to increase sales and boost engagement among its core audience in the Philippines.

Dove Dermaseries: Identifying the Unidentified

Case Study • Mochammad Iqbal, WARC Awards, Entrant, Effective Innovation, 2020

Dove DermaSeries the skincare company identified its key audiences by combining lookalike and smart use of data modelling in Malaysia.

Neutrogena: A moisturizer for those who never stop

Case Study • Agustina Saggese, Alita Pereyra, WARC Awards, Shortlisted, Effective Content Strategy, 2020

Skincare brand Neutrogena used an innovative programmatic campaign to drive awareness and trial of its new Hydro Boost product in Argentina.

Fair & Lovely: Democratising Education for Women in Indonesia

Case Study • Ayida M. Sulfa, Bernadette Adinadia, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2020

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

SK-II: Meet Me Halfway

Case Study • My Troedsson, Sanna Britsman, WARC Awards, Bronze, Effective Use of Brand Purpose, 2020

Skincare brand SK-II launched a mini-documentary on social media to boost brand awareness among its target audience in China and spark real social change.

L'Oréal Paris: The Non-Issue

Case Study • Joy Molan, Rose Van Orden, WARC Awards, Bronze, Effective Use of Brand Purpose, 2020

L'Oréal Paris, the global beauty brand, used a special edition of fashion monthly British Vogue to champion age positivity and reconnect with British consumers.

How Nivea planned its strategic update

News • 19/03/2020

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 • 05/03/2020

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.

Toiletries & cosmetics