Beauty & Fragrance

Includes cosmetics, fragrances, hair products, nail products, subscription boxes, jewelry, accessories, etc.  

2014 SILVER

Reflection: If Looks Can Kill

In a highly competitive and highly censored environment, Oriental Princess, a Thai cosmetic brand took a unique approach to communicating its limited edition range Reflection. Media and consumer insights helped us better understand that modern Thai women dont just want to look pretty but be in control with looks that could kill. A serialized on-line murder mystery was created, supported by integrated media. The product sold out in 3 months, with effectiveness levels (based on results vs spend) at least 10 times greater than the market. Murder paid off.

Brand: Oriental Princess
Client: O.P.NATURAL PRODUCT CO.,LTD
Agency: JWT
Language: English

2014 BRONZE

Pantene Weather Program

Pantene was losing touch with consumers, facing massive competitive noise in the hair care category, and was seeing a decline in sales. The solution to these challenges was to grab our consumer's attention by offering her a haircast. Partnering Pantene with The Weather Channel, we gave her a location-specific forecast paired with product solutions for her hair, where/when she was checking the weather. The results were a 28% sales lift, 600,000+ social impressions, and beautiful hair whatever the weather for her.

Brand: Pantene
Client: Procter & Gamble
Agency: Leo Burnett/Arc Worldwide
Language: English

2013 SILVER

Break Up

Feminine Care category leader P&G saw U by Kotex's (UBK) successful launch as a threat. In response, they unveiled an attack campaign targeting the effectiveness ofUBK's products, slowing trial and hurting gils' confidence in UBK. But UBK continued to zig as P&G zagged, avoiding the claims war and speaking to girls in their own voice. UBK called attention to issues in the category and asked girls to demand better by "breaking up" with their current products and trying something new. This lead to a 31% increase in UBK's sales.

Brand: Kotex
Client: Kimberly-Clark Corporation
Agency: Ogilvy & Mather
Language: English

FINALISTS

Pantene If You Know, You Know It's Pantene.

Dove Stop The Beauty Test

Avon Brasil Excellence in Influence