Toiletries & cosmetics

How Bevel builds an authentic grooming brand for Black men

News • 12/08/2020

Bevel, a grooming brand made by Walker & Co. to address the personal-care needs of Black men, has built equity with its target audience through a focus on authenticity, passion and purpose.

Bevel grooming products stand up to specific needs of Black male consumers

Article • Geoffrey Precourt, Event Reports, ANA Brand Building Conference, July 2020

Bevel, the grooming brand made by Walker & Co., successfully tapped into a gap in the market when it came to meeting the distinct personal-care needs of Black men.

How an Influential Idea repositioned Gillette

Opinion • Lucy Aitken, July 2020

Gillette’s We Believe campaign earned its place on the first level of the Creative Effectiveness Ladder where Influential Ideas attract attention and controversy, writes Lucy Aitken.

Gillette: Father's Day

Case Study • SABRE Awards, In2 EMEA, Best Content Creation for Media Sites (Earned), Gold, 2020

Gillette, a shaving brand, told the stories of men who grew up without fathers in an emotional video on Father's Day to make an impact among men during this key period in the UK.

Gillette: We Believe

Case Study • SABRE Awards, Diamond, North America, 2020

Gillette, a shaving brand, created a YouTube film in the US to turn its classic tagline into a thought-provoking question surrounding masculinity.

Bad Lab: Man-gineered

Case Study • Edmund Hon, Vinod Manoharan, WARC Awards, Entrant, Effective Innovation, 2020

Bad Lab the men's personal care brand disrupted the market in Malaysia with its new range designed especially for men.

Competitor strategies in beauty and personal care

Article • Euromonitor Profiles, February 2020

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

Was Unilever’s Dollar Shave Club acquisition a mistake?

News • 12/12/2019

News that both Unilever and Procter & Gamble are struggling to turn their various DTC acquisitions into profitable businesses comes as new online-only brands increasingly look to brick-and-mortar stores and traditional media.

Procter & Gamble Co (Toiletries and cosmetics)

Article • Euromonitor Profiles, November 2019

This Company Profile from Euromonitor provides key details and analysis of Procter & Gamble.

Gillette: Cultural Connections

Case Study • Gilad Kat, WARC Media Awards, Entrant, Best Use of Data, 2019

P&G used a cultural connections model to increase Gillette's relevancy among young adult men.

P&G Gillette: Bad Luck Boxers

Case Study • SABRE Awards, LATAM, Industry Sector, Gold, 2019

Gillette, a razor and personal care brand, "cursed" a pair of boxers and sent them to the German football team amid the World Cup to save its lucky boxer shorts promotion surrounding Neymar Jr, who became injured as the promotion began in Brazil.

Gilette: Handle with care

Case Study • Account Planning Group - (UK), Entrant, 2019

Gillette, the shaving brand, used strategic thinking to create a new product, Gillette TREO, for a category with a previously unserved audience in the US.

Braun: Designed for what matters

Case Study • Account Planning Group - (UK), Entrant, 2019

Braun, a consumer products company, reframed the brand's essence globally to a suit a modern audience that favoured simplicity.

How Dollar Shave Club taps the power of data

News • 10/10/2019

Dollar Shave Club, the direct-to-consumer grooming brand owned by Unilever, has enhanced its data capabilities so that it can operate in the most nimble, impactful way when it comes to tapping the power of this information stream.

How Dollar Shave Club is making smarter use of data

Article • Geoffrey Precourt, Event Reports, ANA Data and Measurement Conference, September 2019

Dollar Shave Club, the direct-to-consumer brand owned by Unilever, has aimed to build out its data capabilities in various ways.

Gillette: Handle with care

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

Gillette, a razor and shaving products brand, created the TREO razor in the UK to bring a better experience to men who can no longer shave for themselves.

P&G 'rejuvenates' Gillette even as it writes off $8bn

News • 01/08/2019

FMCG giant Procter & Gamble is showing signs that its strategy aimed at recovering growth is working, as the company was able to see continuing volume growth despite price rises.

Why going in-house might kill your agency career (and why that’s a good thing)

Article • Josie Tutty, Event Reports, Event Reports, Mumbrella360, June 2019

Joining an in-house team can offer creative minds the freedom they need to solve problems and do good work, according to Dollar Shave Club ECD and ex-agency veteran Matt Knapp.

P&G's Gillette weathers the 'fast and furious hate'

News • 08/07/2019

Gillette caused a storm at the start of the year with its ad addressing “toxic masculinity”, but the shaving brand never considered pulling back on its new posture, according to Procter & Gamble’s chief brand officer Marc ...

P&G’s Pritchard: Gillette’s brand purpose drive never in doubt

Article • Geoffrey Precourt and Anna Hamill, Event Reports, Cannes Lions, June 2019

Gillette, the male-grooming line owned by Procter & Gamble, repositioned its brand in a courageous way that prompted a wider social debate.

Gillette: Babyface

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Gillette, a shaving brand, reversed a decline in sales in Israel by targeting new and expectant dads with a video campaign that showed the importance of skin-to-skin contact with their newborns.

Unilever rides DTC wave from razors to mustard

News • 26/04/2019

Unilever is applying the learnings from its 2016 acquisition of Dollar Shave Club in some unexpected directions, including the development of a DTC approach to selling mustard, according to Keith Weed.

Unilever’s Keith Weed on lessons from direct-to-consumer and the future of FMCG

Article • Anna Hamill, WARC Exclusive, April 2019

In this second part of a three-part series, Unilever’s outgoing Chief Marketing & Communications Officer, Keith Weed, discusses what Unilever learned from the Dollar Shave Club acquisition, and the consumer trends driving the future of FMCG.

YouGov Ad of the Month – UK: Gillette

Opinion • BrandIndex, February 2019

This month, Gillette achieved the highest uplift in Ad Awareness of any brand in the UK. For years, Gillette’s tag line has been ‘The Best a Man Can Get’, and focused on the traditional masculinity of their target customer.

Thinking outside the box – how to build a successful subscription business

Article • Briar Keen, Admap, January 2019

Details some of the most important lessons shaving brand Friction-Free shaving have learned since it started its business three years ago.