Beauty & Fragrance

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

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

2013 BRONZE

The Great American Try-On

Depend wasn't resonating with boomers and was losing share to Private Label. The category hadn't experienced true innovation in years. Depend was finally bringing breakthrough products to market, but at a 50% price premium, consumers didn't believe it was "like real underwear." That was until they tried it first-hand. Thus, "The Great American Try On was born. As a category changing idea, this campaign asked all of America to try the new Depend and experience the difference. The idea garnered 1 billion media impressions in one month and sales reached a 3-year high.

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

2013 BRONZE

How Gillette Embraced Facial Hair to Build its Business

For over 100 years, The Best a Man Can Get has always been a clean shave. Facial hair was the enemy and it didn't exist in Gillette's world. But culture had shifted and sporting facial hair was suddenly cool for young stylish guys. As a result Gillette was becoming irrelevant to this important segment. In response to the trend, Gillette developed the Fusion ProGlide Styler. With the help of our campaign, the brand was able to improve perceptions, build preference and drive purchase resulting in a successful new product launch.

Brand: Gillette
Client: Procter & Gamble
Agency: BBDO New York
Language: English

FINALISTS

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

Dove Stop The Beauty Test

Avon Brasil Excellence in Influence