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SK-II: Change destiny

Case Study • WARC Awards for Effectiveness, Shortlisted, Sustained Growth, 2021

Premium skincare brand SK-II developed an enduring brand purpose and ran a series of linked campaigns to grow share, consideration and consumer engagement, primarily in China.

Dove: #Showus Y2 Russia

Case Study • WARC Awards for Effectiveness, Shortlisted, Brand Purpose, 2021

Personal care brand Dove grew sales and brand penetration in Russia with a TV, press and metro campaign and promotional platform that challenged Russian perceptions of beauty.

Dove: How Dove found beauty in the time of covid

Case Study • WARC Awards for Effectiveness, Shortlisted, Brand Purpose, 2021

Personal care brand Dove used the courage of healthcare workers to communicate its $7.5m Covid-19 support efforts and expand its Campaign for Real Beauty narrative in the UK.

Marketing to a new breed of Gen Z beauty consumers

Article • Natasha Hulme, WARC Exclusive, April, 2021

Social media platforms like Instagram, TikTok and YouTube have become a hotbed for beauty conversations between fellow consumers, but also between brands and consumers.

Bepanthol: #BabilinNumarası

Case Study • MMA Smarties, Gold, Turkey, 2020

Bepanthol, a skincare brand, increased brand love and top-of-mind awareness across Turkey by launching a campaign with local celebrity Aslı Enver.

Beauty deconstructed: How Asian beauty brands can stay ahead in the crowded US market

Article • Cecelia Girr, Skyler Hubler and Asai Meyer, WARC Exclusive, April 2021

Asian players are shifting American beauty standards with their innovative approach, attractive packaging and growing consumer base, say TBWA’s Cecelia Girr, Skyler Hubler and Asai Meyer.

Dove: Project #ShowUs

Rankings • WARC Media 100, 2021

Personal care brand Dove asserted leadership in the ‘real beauty’ conversation by launching Project #ShowUS, a free-to-access database of 5,000 images and taking a stand against digitally distorted images in advertising.

The most awarded work for media

Rankings • Rankings Articles, April 2021

A summary of the most awarded campaigns for media for 2020, compiled using our rankings methodology, but not ranked.

The most awarded work for effectiveness

Rankings • Rankings Articles, April 2021

A summary of the most awarded campaigns for effectiveness for 2020, compiled using our rankings methodology, but not ranked.

Lessons from China's recovery post-Covid-19: Consumer goods and service sector analysis

Article • Euromonitor Strategy Briefings, March 2021

Looks at China'a recovery post-Covid-19 across a range of sectors, including travel, consumer health, beauty and personal care and retailing.

From sustainability to purpose in beauty

Article • Euromonitor , Research on WARC, March, 2021

As consumer awareness of social and environmental issues increases, steps to improve the beauty industry’s environmental footprint are progressing at a faster pace.

L’Oréal is on an ambitious e-commerce journey

Article • Brian Carruthers, Event Reports, LIONS Live, March 2021

L’Oréal, the beauty giant, has made rapid progress on its e-commerce journey, and has now set the target of driving 50% of sales from this channel.

Himalaya Herbals: Win The Fight

Case Study • Tangrams Strategy & Effectiveness Awards, Bronze, 2021

Himalaya Herbals, a personal care brand, empowered people suffering from acne in Indonesia with its Win the Fight campaign.

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 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.

Child products and groceries see greatest e-commerce growth in France

Data • Rob Clapp, WARC Data Points, December 2020

An overview of e-commerce categories in France during the coronavirus (COVID-19) outbreak.

L'Oréal Paris: Making age a non-issue

Case Study • Joy Molan, WARC Media Awards, Bronze, Effective Use of Partnerships and Sponsorships, 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.

Dove: Dove Reshapes Stock Imagery To Shatter Beauty Stereotypes

Case Study • Chris McCraw, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2020

Dove needed to reclaim ownership of the 'real beauty' conversation to drive sales and penetration in the United States.

Snacks and personal care products see greatest e-commerce lift

Data • Rob Clapp, WARC Data Points, November 2020

An overview of e-commerce categories in Europe during the coronavirus (COVID-19) outbreak.

Procter & Gamble Co (Toiletries and cosmetics)

Article • Euromonitor Advertiser Profiles, October 2020

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

SK-II: Meet Me Halfway

Case Study • My Troedsson, WARC Awards for Asian Strategy, Bronze and Long-Term Strategy Award, 2020

Skincare brand SK-II launched a mini-documentary on social media to boost brand awareness among its target audience in China and spark real social change.

Dove: Not Just One Brand of Real Beauty

Case Study • Imogen Bourke, WARC Awards for Asian Strategy, Entrant, 2020

Dove, the beauty brand, appealed to women of Hong Kong by using authentic local context in its Not Just One Brand of Real Beauty campaign.

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.

Skin care in Asia Pacific

Article • Euromonitor Strategy Briefings, July 2020

A regional overview of skin care in Asia Pacific.

COVID-19 brings long-term gains in Spanish online shopping

Data • Rob Clapp, WARC Data Points, July 2020

An overview of shopping online by product category in Spain before and after the novel coronavirus (COVID-19) outbreak.

Marketer’s Toolkit 2019: Strategy, tech and media for the year ahead

Article • WARC Trends, December 2018

WARC's Marketer’s Toolkit 2019 report outlines the key challenges facing brands in the year ahead, and guidance on how to meet them.
How does effectiveness vary by media channel?

Article • WARC Evidence, October 2018

Looks at how different channels deliver different outcomes and advises on the optimal roles of different channels, as well as the dominant medium for reach, impact and scalability.
Toolkit 2018: How brands can respond to the year's biggest challenges

Article • WARC Trends, December 2017

WARC's Toolkit 2018 report outlines the key challenges facing brands in the year ahead, and guidance on how to meet them.
Global Ad Trends: Threats to digital advertising

Data • James McDonald, WARC Data, March 2018

This report summarises the latest research from WARC's Data platform, with a focus on threats to the digital advertising ecosystem. Key findings include:
What we know about programmatic

Article • WARC Best Practice, January 2021

Looks at the much talked about, but less often understood, topic of Programmatic: an automated media buying method that leverages data in real time to gain sophisticated targeting.
Trend Snapshot: Contextual advertising

Article • Alex Brownsell, WARC Trends, July 2018

Explores whether advertisers may be better served reaching consumers on the basis of digital media context.