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Etat Libre d'Orange: I am Trash – Les Fleurs du Déchet

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

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.

Super Premium Beauty and Personal Care in the US

Article • Euromonitor Strategy Briefings, January 2021

A category analysis of premium beauty and personal care in the US.

The Fragrance Foundation: Fragrance Lasts

Case Study • DMA (UK), Gold, 2020

The Fragrance Foundation, the educational arm of the fragrance industry, responded to decline in the fragrance category by communicating the emotional value of perfume.

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.

A change of pace: How China’s smaller cities are both modern and traditional at the same time

Article • Oliver Sweet and Aude Charbonneau, WARC Exclusive, Spotlight China, December 2020

Ethnographic work by IFF and Ipsos reveal the untapped opportunity for brands in meeting the demands of China’s smaller cities.

Old Spice: Guest Starring… Old Spice

Case Study • James Barnett, WARC Media Awards, Bronze, Effective Use of Partnerships and Sponsorships, 2020

Male personal care brand Old Spice engaged YouTubers to help run a meme-based campaign using brand ambassador Isaiah Mustafa to launch its anti-perspirants and body sprays in Israel.

Winning the beauty contest with the right touchpoint mix

Opinion • Caroline Schicketanz, November 2020

In the fifth of Kantar’s category-specific touchpoint investigations, Caroline Schicketanz explores effective touchpoint management for personal care and beauty brands.

Coty Inc (Beauty and Personal Care)

Article • Euromonitor Advertiser Profiles, October 2020

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

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 Awards 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.

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.

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.
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.
Competitor strategies in beauty and personal care

Article • Euromonitor Company Profiles, February 2020

Analyses the beauty and personal care market, including a competitive environment overview, incubators and accelerators and future strategies.
L'Oréal Paris: No.1 and always worth it

Case Study • Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2020

L'Oréal Paris, a cosmetics company, launched its Because You're Worth It slogan across a decade's worth of ads in the UK to improve brand saliency among women in a period of market decline.