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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.

디지털 고객 여정

Article • Euromonitor Strategy Briefings, December 2020

코로나19로 이머커스 이용이 증가했고, 많은 소비자가 격리 중에 디지털 채널을 시도했고 심지어 의존하게 되기도 했다.

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 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.

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.

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.

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.

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.

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' (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.

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.

What's working in FMCG

Article • WARC Category Intelligence, July 2020

Global strategies, campaign updates and trends in the FMCG category.
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’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
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.
Five ways Unilever is adapting in the COVID-19 era

Article • Anna Hamill, WARC Exclusive, April 2020

Unilever, the global FMCG company, is navigating the short-term COVID-19 crunch while looking ahead to new consumer behaviours and the benefits of faster consumer insights.