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.
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.
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.
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•
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.
Article•
Jenny Chan, Case Studies on WARC, October 2019
MAC (魅可) revised its brand appeal in the China market in an exemplary cross-industry collaboration example by simultaneously tying in with a Tencent-owned game and using celebrity pull to draw in young consumers.
Article•
Jie G. Fowler, Les Carlson, and Himadri Roy Chaudhuri, Journal of Advertising Research, Vol. 59, No. 4, 2019, pp. 466-482
The area of scientific-related claims in advertising is ripe for additional investigative endeavor. This article aims to access the nature and potential deceptiveness of scientific-related claims that appear in cosmetics advertising.
Case Study•
Benjamin Condit, Jerry Perez, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2019
Cosmetics brand Maybelline challenged female commuters to apply their makeup in the back of a taxi to grab the attention of young urbanites in top-tier cities in China.
Case Study•
Sarah Shen, Lim Suk Yee, Nicholas Short, WARC Media Awards, Bronze, Effective Use of Partnerships and Sponsorships, 2019
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.
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.
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 report summarises the latest research from WARC's Data platform, with a focus on new net advertising investment data by product category, which are exclusive to WARC Data clients from 1st October. 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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