Toiletries and cosmetics: Cosmetics, beauty aids

 

The beauty category seemed to be caught in a cycle of increasing self-importance and brands attempting to “out-innovate” each other, leaving women disconnected and, often, feeling worse about themselv ...

This paper tells the story of the ground-breaking Dove 'real beauty' campaign from 2003 to 2007. Dove decided to break not just the rules of its category but also of the wider culture in which we live

A launch campaign (2007-8) for CoverGirl Lashblast Mascara. Research (described) led to key insight: big lashes which need a big brush. Objective: to drive awareness and trial among females, ages 15-5

China is now one of the largest and fastest-growing advertisement markets in the world. This research provides insights to assist advertising executives in their bid to target cosmetics consumers in H ...

Mainstream brands can find it difficult to move beyond the conventions of their category while retaining a strong connection with consumers. Research conducted by Unilever's Dove beauty brand showed t ...

In the two years prior to the launch of Masterpiece Mascara in November 2005, Max Factor was in a serious decline. There was a lot riding on Masterpiece - which employed an innovative and patented 'ru ...

The brand challenge goes beyond identifying motivations and needs. What inspires a 'shared moment' that links a consumer with a brand? The analogy is with dancing - how do consumer and brand come to b ...

Dove was originally launched as a bar of soap in 1957. Over the next 40 years, the brand incorporated other personal care categories like body wash, hair care, moisturiser, etc. By 2004, although th

In 2004, Dove was facing a number of challenges in the hair care, deodorant and personal wash categories. In response, it launched the Campaign for Real Beauty, with Canada a key part of the global te ...

The aging of the 77 million baby boomers living in the United States in 2005 created unprecedented demand for anti-aging products and services. Extended longevity and relative financial stability have ...

This paper covers establishments primarily engaged in offering beauty or hairdressing services. It includes unisex salons as well as combination beauty and barber shops. Beauty and cosmetology schools ...

This paper covers establishments primarily engaged in manufacturing perfumes, cosmetics, and other toilet preparations. Manufacturers of shampoos, shaving products, personal deodorants, hair preparati ...

Dove re-launched its ´Firming´ range in 2004 using advertising that broke the category norm to increase its volume share by 80%. Other brands promoted a definition of beauty that is about flawless, un ...

This paper describes Ogilvy's campaign for Dove Firming, which challenged the ideal 'thin and slinky' stereotype imposed by fashion models. Beauty advertising had become discouraging to women, who cou ...

This case study describes how Garnier, one of the largest health and beauty brands and spender of £40 million a year on advertising, tested a relatively small-budget relationship marketing programme o ...

At the crossroads of old customs and modern thinking, Chinese women experience a mixture of traditional culture and modern-world tendencies. On the one hand, they obtain great pleasure from their new ...

The objectives of this campaign were to double the size of Max Factors franchise in the launch year, to sustain a lipstick property that can be sustained long term and use the Lipfinity initiative to ...

This article analyzes current advertisements for eye cream using deconstruction methodology. No outstanding elements emerged from the current communications when considered on a total panel basis. Som ...

Rimmel has established itself through the 1960s and 70s as the nation’s favourite make-up. It was the first brand women bought and had been successfully positioned as ‘beauty on a budget’. Its success ...

The case study describes the marketing challenge as being to overtake the US leader in the field – Cover Girl. The campaign objectives were defined as attracting more 18 to 24s, in what the industry ...

The long-lived Helena Rubinstein brand of cosmetics was discontinued in the United States in 1988, but retained and expanded in Europe and Japan. This paper provides details of the brand's history, ma ...

This paper discusses an approach to retail range development and category management for the toiletries and cosmetics sector on a multi-country basis. The paper develops a retail structure model for a ...

The paper covers an evaluation of Rimmel Cosmetics' brand position in the market in 1983 and compares it with that in 1985. It proves the ability of advertising to help increase sales and profitabilit ...

Analyses the history of Boots's No.7 cosmetics and the highly competitive market from 1982-85 before its relaunch in 1986 and shows how a long-term advertising plan has built and sustained the brand. ...