Case Study•
Rajesh Sharma, Suchismita Ganguli, Kanika Saxena, WARC Prize for Asian Strategy, Entrant, 2020
Maybelline India ran a multi-channel campaign for its Fit Me foundation range to grow awareness, relevance and trial among millennials, and increase brand equity; it focused on the differentiating proposition of fitting diverse skin tones.
Case Study•
Sarah Shen, Suk Yee Lim, Nicholas Short, WARC Prize for Asian Strategy, Entrant, 2020
Makeup brand L'Oréal Paris used in-app integration, influencers and a partnership with a hotpot restaurant to boost sales of its Infallible Cushion compact face powder in China.
The majority of global sales in the health and beauty sector are forecast to move online, to be controlled by four giants, three Chinese and one American, according to new figures.
Chief Marketing Officer of M.A.C Cosmetics, Ukonwa Ojo, speaks to WARC’s Anna Hamill about evolving with customer behaviours during COVID-19, pivoting to digital brand experiences, and being accountable on Black Lives Matter and diversity during a time of cultural upheaval.
M.A.C Cosmetics, a leading global beauty brand, pivoted into e-commerce and digital brand experiences as COVID-19 shut down its physical retail stores.
The lockdowns caused by the coronavirus pandemic, along with the extended closure of bricks and mortar stores, have dramatically accelerated the move to online shopping in the beauty sector, says L’Oréal’s chief digital officer.
US consumers splashed out billions of dollars during the country’s widespread lockdown to make sure they looked their best, according to data from research agency Nielsen.
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.
Makeup brand Maybelline looked to an integrated campaign to reinforce its position in the booming Indian beauty market and become default choice for millennial and Gen Z women.
Case Study•
Amy Cotteleer, WARC Awards, Entrant, Effective Social Strategy, 2020
US make-up brand e.l.f Cosmetics launched an inspirational social contest to inject new life into its Beautyscape programme and increase engagement among its target audience.
Case Study•
Sarah Shen, Lim Suk Yee, Nicholas Short, WARC Awards, Entrant, Effective Innovation, 2020
Makeup brand L'Oréal Paris used in-app integration, influencers and a partnership with a hotpot restaurant to boost sales of its Infallible Cushion compact face powder in China.
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.
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.
Case Study•
Jenny Chan, Case Studies on WARC, ROI Festival, October 2019
Guerlain kept pace with the times in China and moved decisively to tap on period-piece culture to gain resonance with beauty fans enthusiastic about palace politics prevalent in the drama.
Case Study•
Jenny Chan, Case Studies on WARC, ROI Festival, October 2019
MAC's Shanghai new concept store was an innovative retail method that combined social engagement, product discovery, experience customisation, and WeChat integration.
Cosmetics brands may benefit from steering clear of claims around artificial ingredients and avoiding scientific jargon to make a greater impact with print ads, according to a study in the Journal of Advertising Research (JAR).
Cosmetics brand L’Oréal has long been in the forefront of meaningful digital transformation and has now developed Perso, which promises to address a long-standing painpoint in the beauty space by dispensing a customized skincare product.
Article•
Stephen Whiteside, Event Reports, CES 2020
L’Oréal, the beauty giant, is tapping the power of personalization to build deeper relationships with consumers through a blend of digital and physical solutions.
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.
Procter & Gamble, the consumer-packaged goods manufacturer, is seeking to maintain its focus on consumer insight and brand building in response to COVID-19, and the financial challenges that are likely to follow.
The reign of Big Tech is coming to an end and as we look at the year ahead, 2020 will see irresponsible companies and figureheads being held accountable for wider social and environmental issues.
This report summarises the latest research from WARC's Data platform, with a focus on new advertising investment forecasts by product category, which are exclusive to WARC Data clients. Key findings include:
This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.
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