Beauty & Fragrance

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

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2011 GOLD

Dockers' Return to Manhood

Khaki pants, once a symbol of rugged masculinity and freedom from suits and ties had become the default uniform of cube dwelling middle-aged middle managers. Which was a problem for Dockers, the category leader. Our task was to give the brand back its potency and reverse a long-term downturn. Our creative solution, 'Wear The Pants', did this and more. By highlighting the societal issue of the male decline, we touched a nerve with men and society as a whole as to what being a man might mean.

Brand: Dockers
Client: Levi Strauss & Co.
Agency: Draftfcb San Francisco
Language: English

2011 SILVER

Nobody Fits You Like Lane Bryant

Lane Bryant was the first specialty store that focused on a 'hard to fit' plus-size woman. The average American woman is now size 14 and has many more store options, but only Lane Bryant has the heritage and expertise to speak for her. Recognizing that there was a brand stigma, Lane Bryant introduced Cacique, their sexy intimates line. The controversial spot quickly made headlines nationwide and our model appeared on major network interviews. Our message that sexy is not a size was widely embraced and Cacique sales soared.

Brand: Lane Bryant
Client: Lane Bryant
Agency: Zimmerman Advertising
Language: English

2011 BRONZE

EOS - Reinventing Lip Balm

This is a story of how a challenger brand was able to break through and gain traction in the uninteresting and uninvolving lip balm category. With a limited budget vs the rich multinationals that crowd the category, but an innovative and thoughtful design that women loved, the EOS Smooth Sphere lip balm was able to radically alter consumer perceptions about how appealing a lip balm can be. And along the way, create brand evangelists and ignite a groundswell of interest and recommendation for previously unknown brand.

Brand: EOS
Client: EOS
Agency: Juniper Park
Language: English