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Toiletries & cosmetics

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Avon, Watch Me Now. Reshaping a beauty brand from underdog to global force

Case Study • APG (UK), Entrant, 2021

Avon, a beauty brand, launched a worldwide campaign to change perceptions in a way that is likely to drive penetration and help increase pride amongst women.

The future of SEO in fashion and beauty

Article • Tasha Amponsah-Antwi, WARC Best Practice, September 2021

E-commerce is causing fashion and beauty brands to adapt their SEO strategies.

Brand in action: How Florasis reinvented makeup with Chinese style and culture

Opinion • WARC, July 2021

Chinese make-up brand Florasis’ co-founder Freeman shares how it rode on the Chinese-ness trend to disrupt the market amid stiff competition and become an internet hit virtually overnight.

Estée Lauder Companies: Time To Unite

Case Study • SABRE Awards, EMEA, Gold, 2021

Estée Lauder, a personal care brand, launched its Time to Unite campaign to encourage women and men in the UK and Ireland to check regularly for early signs of breast cancer.

Maybelline: The foundation of fairness

Case Study • WARC Awards for Effectiveness, Entrant, Instant Impact, 2021

A campaign by Maybelline, the cosmetic company, in India increased sales and awareness by appealing to the diverse skin tones of India.

L'Oréal: The Non-Issue

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

L'Oréal Paris, a makeup brand, collaborated with Vogue to release a special edition of the magazine in the UK called The Non-Issue which celebrated older women's worth.

L'Oréal Paris: Infallible Hotpot Challenge

Case Study • WARC Awards for Effectiveness, Entrant, Collaboration & Culture, 2021

Cosmetics brand, L'Oréal Paris, used an unexpected collaboration to drive talkability around its Infallible Cushion makeup among young women in China.

Fast-growing brands making fast-moving goods: Why China´s FMCG challengers are special

Article • Alexander Kremer and Cedric Jäger , WARC Exclusive, Spotlight China, June 2021

Picus Capital’s Alexander Kremer and Roland Berger’s Cedric Jäger examine what is driving the exponential growth of FMCG challenger brands.

Fashion and electronics see largest online shopping growth

Data • Rob Clapp, WARC Data Points (Curated), June 2021

An overview of consumers shopping more or exclusively online or in store across different categories.

World market for beauty and personal care

Article • Euromonitor Strategy Briefings, May 2021

This report analyses the beauty and personal care industry, which includes hair care, skin care, oral care, men's grooming and baby and child products.

Edge by Ascential: Share of search report – Understand your share of voice for the most popular cosmetics search terms

Article • Edge by Ascential, Research on WARC, April 2021

This report assesses search performance across the cosmetics category in major Singapore retailers.

Marketing to a new breed of Gen Z beauty consumers

Article • Natasha Hulme, WARC Exclusive, April, 2021

Social media platforms like Instagram, TikTok and YouTube have become a hotbed for beauty conversations between fellow consumers, but also between brands and consumers.

Beauty deconstructed: How Asian beauty brands can stay ahead in the crowded US market

Article • Cecelia Girr, Skyler Hubler and Asai Meyer, WARC Exclusive, April 2021

Asian players are shifting American beauty standards with their innovative approach, attractive packaging and growing consumer base, say TBWA’s Cecelia Girr, Skyler Hubler and Asai Meyer.

Chando: Reshoot Graduation Photo Campaign

Rankings • WARC Effective 100, 2021

Chando, a skincare brand, broke into the Chinese beauty market by celebrating what makes a person unique.

Avon: Power Stay #VeioPraFicar

Rankings • WARC Effective 100, 2021

Cosmetics brand Avon increased sales in Brazil by proving the durability of its product through women’s sport.

L'Oréal: Infallible Hotpot Challenge

Rankings • WARC Media 100, 2021

Makeup brand L'Oréal connected with young Chinese consumers and boosted sales of its Infallible Cushion compact face powder by partnering with a trendy hotpot restaurant.

Lessons from China's recovery post-Covid-19: Consumer goods and service sector analysis

Article • Euromonitor Strategy Briefings, March 2021

Looks at China'a recovery post-Covid-19 across a range of sectors, including travel, consumer health, beauty and personal care and retailing.

Avon: Power Stay #VeioPraFicar

Case Study • WARC Cases, 2019

Cosmetics brand Avon increased sales in Brazil by proving the durability of its product through women’s sport.

Chando: Reshoot Graduation Photo Campaign

Case Study • WARC Cases, 2020

Chando, a skincare brand, broke into the Chinese beauty market by celebrating what makes a person unique.

The beauty of innovation: How Asian beauty brands can grow in post-pandemic Europe

Article • Michael Chadwick, WARC Exclusive, March 2021

Asian beauty brands have made inroads into European markets long dominated by French brands and Cheil UK’s Michael Chadwick says they are well-placed to continue growing on the continent by leveraging on their strength in innovation and status as global tastemaker.

From sustainability to purpose in beauty

Article • Euromonitor , Research on WARC, March, 2021

As consumer awareness of social and environmental issues increases, steps to improve the beauty industry’s environmental footprint are progressing at a faster pace.

L’Oréal is on an ambitious e-commerce journey

Article • Brian Carruthers, Event Reports, LIONS Live, March 2021

L’Oréal, the beauty giant, has made rapid progress on its e-commerce journey, and has now set the target of driving 50% of sales from this channel.

L'Oréal Paris: Infallible Hotpot Challenge

Case Study • Tangrams Strategy & Effectiveness Awards, Silver, 2021

L'Oréal Paris, a makeup brand, persuaded women in China that its Infallible Cushion face powder could withstand heat and humidity by engaging them with the Infallible Cushion Hotpot Challenge.

Estée Lauder: Location-based blockchain campaign

Case Study • Tangrams Strategy & Effectiveness Awards, Shortlisted, 2021

Estée Lauder, a makeup company, increased store footfall in India by launching a geo-targeted campaign that encouraged consumers to visit stores to find their best foundation match.

Wellness redefined: Fostering wellbeing through digitalisation and technology

Article • Euromonitor Strategy Briefings, February 2021

Examines the intrinsic link between digitalisation and technology and the evolution of wellness.

The digital customer journey

Article • Euromonitor Strategy Briefings, December 2020

The COVID-19 pandemic accelerated the adoption of e-commerce, with many consumers experimenting and even becoming reliant on the digital channel while in isolation.
Procter & Gamble outlines new consumer habits that will survive the pandemic

Article • Stephen Whiteside, WARC Exclusive, January 2021

Procter & Gamble, the consumer packaged goods manufacturer, believes that a variety of habits that have taken root during the COVID-19 pandemic will have long-term staying power.
Global Ad Trends: Ad Investment 2021/22

Data • James McDonald, Cinzia Petio, Rob Clapp, WARC Data, July 2021

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment by market, media, format and product category this year and next. Key findings include:
What's working in cosmetics and beauty aids

Article • WARC Category Intelligence, July 2019

Global strategies, campaign updates and trends in the cosmetics and beauty aids category.
What’s working in luxury

Article • WARC Category Intelligence, April 2021

Global strategies, campaign updates and trends in the luxury category.
From sustainability to purpose in beauty

Article • Euromonitor , Research on WARC, March, 2021

As consumer awareness of social and environmental issues increases, steps to improve the beauty industry’s environmental footprint are progressing at a faster pace.