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Testing the effect of consumer-model racial congruency on consumer behavior

Research Paper • Shakaila Forbes-Bell, Aurore C Bardey and Patrick Fagan, Int. Journal of Market Research, Vol. 62, No. 5, 2020, pp. 599-614

Black, Asian, and Minority Ethnic (BAME) models continue to be underrepresented in advertising within the fashion and beauty industry.

US, Fragrances & perfumes Ad/Sales ratio

Data • Cinzia Petio, WARC Data Points, May 2020

An overview of advertising as a percentage of sales in the fragrances & perfumes sector in the United States since 2009.

Old Spice: The Endless Ad

Rankings • WARC Creative 100, 2020

Old Spice, the deodorant brand, mirrored the strength of its new deodorant by creating a never-ending advertisement in Brazil.

Competitor strategies in beauty and personal care

Article • Euromonitor Advertiser Profiles, February 2020

Analyses the beauty and personal care market, including a competitive environment overview, incubators and accelerators and future strategies.

Beauty disruptor series: Innovation in Americas

Article • Euromonitor Strategy Briefings, December 2019

Explores the framework for disruption in the context of emerging beauty and personal care brands in the Americas.

Impact not to be sniffed at: How one study changed the global culture of fragrance

Research Paper • Katell Maguet and Oliver Sweet, ESOMAR Conference papers, Fusion, 2019

IFF, the fragrance solutions company, used ethnography to transform its culture in the US and create the Scent Styler, the company’s first internally developed consumer product and technology.

Natura Cosméticos SA (Toiletries & Cosmetics)

Article • Euromonitor Advertiser Profiles, October 2019

This Company Profile from Euromonitor provides key details and analysis of Natura Cosméticos SA.

Bench: Generation Fluid

Case Study • CJ de Silva, Melvin Mangada, Ryan Caidic, WARC Prize for Asian Strategy, Entrant, 2019

Bench, the Philippines' leading local fashion retail brand, used a digital campaign to raise awareness of its range of classic male scents and grow sales.

Coty Inc (Beauty and Personal Care)

Article • Euromonitor Advertiser Profiles, August 2018

This Company Profile from Euromonitor provides key details and analysis of Coty Inc, owner of brands such as Rimmel and Marc Jacobs.

Etat Libre d'Orange: I Am Trash, Les Fleurs du Déchet

Case Study • Cannes Creative Lions, Bronze, Creative Strategy Lion, 2019

Etat Libre d'Orange, a perfume brand, launched I AM TRASH in France, a perfume made of waste from the perfume industry, to take a stand against excessive consumption.

Jo Malone London: Jasmine Sambac and Marigold Launch in India

Case Study • SABRE Awards, South Asia, Marketing to Consumers (New Product), 2019

Jo Malone London, a perfume and scented candle brand, holistically engaged the target audience in India by capturing the exact brand messaging on the India-inspired fragrance.

Why partnerships are essential for L'Oréal's e-commerce strategy

Article • Stephen Whiteside, Event Reports, Cannes Lions, June 2018

L'Oréal, the beauty company, is using partnerships to advance its e-commerce agenda in different ways.

L'Oréal’s e-commerce success formula

Article • Stephen Whiteside, Event Reports, Cannes Lions, June 2018

L'Oréal, the beauty company, is building an e-commerce playbook that is helping it succeed in this increasingly valuable arena.

The future e-commerce trends catching L'Oréal's eye

Article • Stephen Whiteside, Event Reports, Cannes Lions, June 2018

L'Oréal, the beauty company, believes e-commerce is essential for its future growth, and is thus attempting to prepare for the next wave of innovation in this space.

Gucci Guilty: 'Dark To Light' (UK)

Rankings • WARC Media 100, 2018

Contains the creative for the 'Dark To Light' campaign for Gucci Guilty by the agency MediaCom in the UK.

Old Spice: 'Nature Adventure' (US)

Rankings • WARC Media 100, 2018

Contains the creative for the 'Nature Adventure' campaign for Old Spice by the agency Wieden + Kennedy in the US.

Gucci Guilty: Dark to Light

Case Study • Jox Petiza, WARC Awards, Silver, Effective Social Strategy, 2017

This case study shows how Gucci Guilty, a perfume brand, doubled its market share globally by teasing viewers to use different platforms to access the full content of its campaign.

P&G Prestige: Smell My Neck

Case Study • Jessica Perrin, WARC Media Awards, Bronze, Effective use of partnerships and sponsorships, 2016

This case study describes a US campaign for P&G Prestige, an umbrella brand for the premium fragrances owned by P&G, which used online video to highlight how smell is linked to memory and emotions.

Ralph Lauren: Mobile to store cross-continental campaign

Case Study • Julien Houdayer and Maya Kosovalic, WARC Media Awards, Best Use of Data, 2016

This case study describes how the Ralph Lauren perfume brand Polo Red targeted Brazilian tourists travelling to and from the US with hyper-personalised messages and creative to achieve standout in the crowded airport terminal environment.

Giorgio Armani: Acqua for life

Case Study • SABRE Awards, Gold, EMEA, Corporate social responsibility, 2016

Giorgio Armani, an Italian fashion label, revived its flagging global water poverty campaign by inviting bloggers to experience living on a limited amount of water.

Multicultural Beauty: benefiting from diversity

Article • Euromonitor Strategy Briefings, March 2016

This report examines how brands are segmenting offerings on the basis of ethnic and cultural needs, and asks what are the challenges, and do regional players with an understanding of local market dynamics have an advantage over multinationals.

Connect, define and translate: developing a new fragrance for Giorgio Armani

Article • Emily Barley, Event Reports, ESOMAR Sensory Forum, November 2015

This event report looks at the research that goes into developing a new fragrance and how a degree of rationality can be applied to what is essentially an emotional experience.

Old Spice: Film - 'Rocket Car' (US)

Rankings • WARC Creative 100, 2016

Contains the film creative 'Rocket Car' for Old Spice by the agency Wieden+Kennedy in the US.

Kenzo Parfum: Film - 'Kenzo World' (France)

Rankings • WARC Creative 100, 2016

Contains the film creative 'Kenzo World' for Kenzo Parfum by the agency Kenzo In-House in France.

Old Spice: Film - 'Whale' (US)

Rankings • WARC Creative 100, 2016

Contains the film creative 'Whale' for Old Spice by the agency Wieden+Kennedy in the US.

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.
Procter & Gamble’s strategy for COVID-19 – and playbook for the recession

Article • Stephen Whiteside, WARC Exclusive, April 2020

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.
Global Ad Trends: FMCG and COVID-19

Data • James McDonald, Rob Clapp, WARC Data, March 2020

This report summarises the latest research from WARC's Data platform, with a focus on FMCG & COVID-19. Key findings include
The future 100

Article • Research on WARC, January 2020

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.
Global Ad Trends: Product category ad investment 2020

Data • James McDonald, WARC Data, October 2019

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:
The Future 100: Trends and change to watch in 2019

Article • J Walter Thompson Intelligence, Research on WARC, December, 2018

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.