Beauty & Fragrance
Includes cosmetics, fragrances, hair products, nail products, subscription boxes, jewelry, accessories, etc.
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2022 BRONZE
#PrideHair
FEATURING TWO TRANSGENDER JOB-SEEKERS AS ROLE MODELS, PANTENE IGNITED A CULTURAL CONVERSATION FOR A MORE LGBTQ FRIENDLY SOCIETY. “As a male or female, which gender should I present myself while job-hunting?” – while most job-seekers worry about their career path, LGBTQ candidates also have to worry about their gender. In the country where uniformity and conformity are considered virtues, LGBTQ job-seekers are ignored by society. By featuring two successful transgender job-seekers as role models, Pantene not only inspired future LGBTQ job-seekers, but also motivated Japanese companies to become more LGBTQ-friendly.
Brand:
Pantene
Client:
Procter & Gamble
Agency:
GREY Tokyo
Language:
English
2022 GLOBAL GRAND CONTENDER
La Perfection au Masculin et au Pluriel
The slogan "La perfection au Masculin" french for "The best a man can get" has often sounded like a celebration of male stereotypes. While the questioning of the brand in the United States was stormy, in 2020, Gillette gave a more plural definition of masculine perfection in the most viral campaign of Gillette in France. In 3 months, we not only succeeded in reversing the decline in Gillette's image (+4 pts Brand Value Perception) and its business decline among men under 35 (+10 pts market share in volume).
Brand:
Gillette
Client:
Procter and Gamble France
Agency:
MARCEL
Language:
English
2021 GOLD
Quarancuts Virtual Hair School
This is the story of a barbershop, called Barba, that prevailed over the pandemic by reinventing the haircutting experience. After noticing photos of botched haircuts flooding the Internet, Barba introduced Quarancuts Virtual Hair School: Complimentary, one-on-one guided haircuts with founder, Xavier Cruz, hosted on IGTV. On a mere $5K budget, Quarancuts garnered 2.4B press impressions, boosted website traffic by 823% and grew Instagram followers by 32%—all during the worst business climate of our lifetime.
Brand:
Barba Men’s Grooming Boutique
Client:
Barba Men’s Grooming Boutique
Agency:
Terri & Sandy
Language:
English
FINALISTS
Pantene
If You Know, You Know It's Pantene.
Dove
Stop The Beauty Test
Avon Brasil
Excellence in Influence
